Deliciously Ella, a prominent plant-based food brand, has been acquired by Hero Group, marking a new phase in its growth strategy.
- Founded by Ella Mills in 2012, Deliciously Ella gained traction with its health-focused plant-based products.
- The acquisition by Hero Group is seen as a timely move to leverage new international expansion opportunities.
- Plans include introducing its range in the United States and enhancing UK distribution.
- Deliciously Ella remains committed to promoting healthy eating and sustainable food practices.
Earlier this month, plant-based food brand Deliciously Ella was acquired by Swiss food manufacturer Hero Group for an undisclosed amount. The acquisition signals a new era for the brand, initially founded in 2012 by Ella Mills, who began creating plant-based recipes after being diagnosed with a health condition. Today, Deliciously Ella offers a wide range of products available across major UK supermarkets.
The acquisition by Hero Group is being hailed as perfectly timed, providing Deliciously Ella with a strategic partner to accelerate its growth. CEO Mathew Mills emphasises the brand’s experimental nature over the past decade, noting, “Now we know what works, it’s time to scale those things.” The expansion plans include launching products in Whole Foods in the US this November, marking the brand’s first physical international presence beyond e-commerce.
Further growth is anticipated in Europe, with an emphasis on expanding distribution networks. Domestically, there are plans for increased investment in UK manufacturing to penetrate additional markets. Mathew Mills reiterates the goal to broaden distribution, stating there’s significant potential yet to be realised within the UK market.
A notable aspect of the transition is that Ella Mills and Mathew Mills will continue to lead the brand, ensuring continuity in vision. However, the Plants restaurant business, owned by the Mills, will remain separate, highlighting the complexities involved in disentangling the two entities.
Deliciously Ella sits prominently within the competitive health and wellness category, achieving recognition by focusing on building the brand before the product. This strategy, supported by robust category data, has facilitated further distribution opportunities. Emphasising natural, plant-based ingredients has distinguished Deliciously Ella from ultra-processed offerings, aligning with prevailing consumer preferences.
The brand remains an advocate for healthier eating, underscoring its mission to promote longevity and sustainability through nutrient-rich products. As food industry giants rally for mandatory health impact reporting, Deliciously Ella continues to champion its health-centric ethos. The company has debuted new products, such as the ‘Breakfast Bakes’, set to disrupt the on-the-go snack market by offering natural alternatives.
Looking forward, Deliciously Ella anticipates collaborative ventures and expanded distribution under Hero Group’s guidance. Mathew Mills is optimistic about this partnership, viewing it as a pivotal moment in the brand’s journey towards broader horizons.
Deliciously Ella’s acquisition by Hero Group paves the way for significant international expansion and continued advocacy for plant-based nutrition.
