One such advert made deceptive claims about the fee financial savings related to changing a traditional weight loss program with meal alternative shakes, the watchdog mentioned.
Huel (a portmanteau of “human” and “fuel”) merchandise are largely bought direct to shopper, with some gross sales from retailers and supermarkets, nevertheless it mentioned the Danone deal would permit it to increase into new markets.
The marketplace for so-called full diet merchandise, aimed toward time-poor, health-conscious shoppers, is considered price $5.9bn (£4.4bn).
Some experts have questioned the effectiveness, nonetheless, of changing meals with nutritionally wealthy drinks.
The deal is topic to closing situations together with regulatory approval.
Danone famous that Huel already has a “fan base” in the UK, Europe and the US.
“Huel’s mission to make nutritionally complete, convenient, sustainable food, aligns closely with Danone’s purpose of bringing health through food to as many people as possible,” the corporate mentioned.
Danone chief government Antoine de Saint-Affrique mentioned the British firm had “best in class digital capabilities”.
James McMaster, Huel’s chief government, mentioned: “Most people don’t get enough protein, fibre, or the right nutrients. That’s the problem Huel exists to solve.
“With Danone, we’ll now have the infrastructure, distribution and R&D (analysis and growth) functionality to go additional, into new markets and to extra folks.”
Danone is best known for its yoghurt drinks – in addition to its Danone-branded drinks, it also owns Actimel, Activia and Alpro.
Earlier this yr, Danone recalled 14 batches of its baby formula and follow-on milk, from the Aptamil and Cow and Gate manufacturers, over fears they had been contaminated with toxins.
Its different manufacturers embody mineral water Evian and Volvic.
