The news: Danone is pushing deeper into the protein craze with its €1 billion ($1.1 billion) acquisition of shake maker Huel.

The deal aligns with its “Renew Danone” strategy, which entails strengthening the company’s presence in the “better-for-you” space and appealing to GLP-1 users with a slate of high-protein, high-fiber options.

The trend: Consumers’ interest in protein shows no signs of petering out in 2026, even as shoppers expand their health focus to other nutrients.

• Demand for Danone’s “high protein” options is very strong, fueled by consumers’ desire to eat healthier and by GLP-1 users’ need for more nutrient-dense foods, CEO Antoine de Saint-Affrique said on the company’s Q4 2025 earnings call in February.
• 57% of US adults plan to prioritize protein this year for energy, health, and weight-loss reasons, according to a recent survey by Talker Research for Undeniably Dairy.
• Interest is particularly high among Gen Zers and millennials, with 59% and 51%, respectively, stating a desire to consume more protein, per an April 2025 survey by Bain.

The implications: While Danone is better-equipped than many consumer packaged goods (CPG) companies to handle the shift, its acquisition of Huel shows that it is intent on protecting its advantage as more foodmakers enter the functional nutrition space.

Part of Danone’s strategy is to emphasize health benefits beyond protein—a front where Huel is well positioned, given its high-fiber products enriched with a wide range of vitamins and minerals. That profile could help Danone differentiate itself in an increasingly crowded arena.