{"id":6516,"date":"2026-03-24T03:35:42","date_gmt":"2026-03-24T06:35:42","guid":{"rendered":"https:\/\/oexpressobr.com.br\/?p=6516"},"modified":"2026-03-24T03:35:43","modified_gmt":"2026-03-24T06:35:43","slug":"danone-adquire-britanica-huel-por-us-11-bilhao-para-liderar-mercado-de-nutricao","status":"publish","type":"post","link":"https:\/\/oexpressobr.com.br\/?p=6516","title":{"rendered":"Danone adquire brit\u00e2nica Huel por US$ 1,1 bilh\u00e3o para liderar mercado de nutri\u00e7\u00e3o"},"content":{"rendered":"\n

A gigante francesa Danone<\/strong>, detentora de marcas ic\u00f4nicas como Activia, Alpro e Danacol, anunciou nesta segunda-feira (23 de mar\u00e7o de 2026) a assinatura de um acordo definitivo para a aquisi\u00e7\u00e3o da Huel<\/strong>, empresa brit\u00e2nica pioneira no setor de substitutos de refei\u00e7\u00e3o nutricionalmente completos. O neg\u00f3cio, avaliado em cerca de 1 bilh\u00e3o de euros (aproximadamente US$ 1,1 bilh\u00e3o)<\/strong>, marca um passo decisivo na estrat\u00e9gia da multinacional para dominar o crescente mercado de nutri\u00e7\u00e3o funcional e produtos de alto teor proteico.<\/p>\n\n\n\n

\u200bExpans\u00e3o estrat\u00e9gica e o plano “Renew Danone”<\/h3>\n\n\n\n

\u200bA aquisi\u00e7\u00e3o faz parte da iniciativa estrat\u00e9gica Renew Danone<\/em>, liderada pelo CEO Antoine de Saint-Affrique. O objetivo \u00e9 reposicionar o portf\u00f3lio da companhia em dire\u00e7\u00e3o a categorias de alto valor agregado e crescimento acelerado. Com a integra\u00e7\u00e3o da Huel, a Danone n\u00e3o apenas incorpora produtos que variam de p\u00f3s e barras a bebidas prontas para o consumo (ready-to-drink<\/em>), mas tamb\u00e9m ganha acesso a um modelo de neg\u00f3cios digitalmente nativo e altamente eficiente no canal direto ao consumidor (D2C).<\/p>\n\n\n\n

\u200b”O que a Huel alcan\u00e7ou no espa\u00e7o de nutri\u00e7\u00e3o completa ressoa totalmente com a miss\u00e3o da Danone de levar sa\u00fade atrav\u00e9s da alimenta\u00e7\u00e3o”, afirmou Antoine de Saint-Affrique em comunicado oficial. “Combinar a expertise digital deles com o alcance global e o conhecimento nutricional da Danone oferece oportunidades empolgantes.”<\/p>\n\n\n\n

\u200bO fen\u00f4meno Huel e o novo perfil de consumo<\/h3>\n\n\n\n

\u200bFundada em 2015 por Julian Hearn, a Huel consolidou-se como uma das marcas favoritas de consumidores que buscam conveni\u00eancia sem abrir m\u00e3o do equil\u00edbrio nutricional. No \u00faltimo ano fiscal, a empresa registrou uma receita de cerca de \u00a3214 milh\u00f5es, impulsionada por uma base de clientes fi\u00e9is no Reino Unido, Europa e Estados Unidos.<\/p>\n\n\n\n

\u200bO movimento da Danone ocorre em um momento de transforma\u00e7\u00e3o no comportamento alimentar global, influenciado por:<\/p>\n\n\n\n

    \n
  • \u200bConveni\u00eancia e Sa\u00fade:<\/strong> Consumidores com rotinas aceleradas que buscam alternativas pr\u00e1ticas aos lanches tradicionais.<\/li>\n\n\n\n
  • \u200bTend\u00eancia de Emagrecimento:<\/strong> O aumento da demanda por bebidas proteicas e nutritivas, em parte estimulado pela popularidade de medicamentos de perda de peso (como a classe GLP-1), que exigem dietas ricas em nutrientes e de f\u00e1cil digest\u00e3o.<\/li>\n\n\n\n
  • \u200bFoco em Sustentabilidade:<\/strong> A Huel \u00e9 conhecida por suas f\u00f3rmulas \u00e0 base de plantas e foco em redu\u00e7\u00e3o de desperd\u00edcio, alinhando-se \u00e0s metas de sustentabilidade da gigante francesa.<\/li>\n<\/ul>\n\n\n\n

    \u200bPr\u00f3ximos passos<\/h3>\n\n\n\n

    \u200bPara a Huel, a uni\u00e3o com a Danone significa o acesso a uma infraestrutura de Pesquisa e Desenvolvimento (P&D) e redes de distribui\u00e7\u00e3o globais que permitir\u00e3o uma expans\u00e3o internacional ainda mais agressiva. James McMaster, CEO da Huel, destacou que a parceria ajudar\u00e1 a levar “nutri\u00e7\u00e3o completa para mais pessoas em novos mercados”.<\/p>\n\n\n\n

    \u200bA transa\u00e7\u00e3o ainda depende da aprova\u00e7\u00e3o de \u00f3rg\u00e3os regulat\u00f3rios, mas j\u00e1 sinaliza ao mercado que a Danone pretende deixar de ser vista apenas como uma empresa de latic\u00ednios para se tornar uma pot\u00eancia em “alimentos do futuro” e nutri\u00e7\u00e3o otimizada.<\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

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