This acquisition follows Danone’s recent 1 billion euro purchase of startup Huel, signaling a shift in strategy toward meal-replacement shakes and protein-infused snacking. Industry trends, fueled by the rise of obesity-treating pharmaceuticals and social media influence, have pushed dairy producers to rapidly scale their whey processing capabilities to keep up with global consumption patterns.

Founded in 2005, Made Group specializes in functional waters, juices, and coconut-based items, generating over 300 million euros in sales during the fiscal year ending June 2026. Chief Executive Amanda Butler is slated to remain with the company to oversee the transition. Alongside this buyout, Danone is consolidating its regional footprint by acquiring the remaining 49% stake in its joint venture with Saputo Dairy Australia, further cementing its commitment to the Asia-Pacific territory.