Deliciously Ella has been acquired by Swiss food manufacturer Hero Group, a strategic move aimed at boosting the brand’s global reach.
- The acquisition allows Hero Group to enter the UK snacking market, aligning with its mission to deliver natural, healthy foods to consumers.
- Founders Ella and Matthew Mills will remain with the company, ensuring continuity and alignment with their vision.
- Hero Group’s existing UK presence with Organix supports a seamless integration and growth strategy for Deliciously Ella.
- The acquisition excludes the Plants brand, which remains under the ownership of Ella and Matthew Mills.
In a significant development, Swiss food manufacturer Hero Group has acquired Deliciously Ella, aiming to amplify its global reach and strengthen its presence in the UK snacking market. The acquisition, for an undisclosed amount, marks a pivotal step in Hero’s strategy to bring natural and healthy food to a broader audience. This move aligns perfectly with Hero’s multi-year strategy of expanding its core categories with complementary brands.
Deliciously Ella, known for its rapid growth since its inception in 2016 and having sold over 100 million products, provides Hero Group with an excellent opportunity to penetrate the UK market further. The brand’s focus on plant-based products resonates with Hero’s mission, making it a fitting addition to its portfolio.
Hero Group’s CEO, Rob Versloot, expressed enthusiasm about the acquisition, stating, “Our multi-year strategy has focused on bringing brands that fit within our core categories with the aim of fulfilling our mission to bring natural, healthy food to consumers. Deliciously Ella is a perfect fit for us, and we are particularly happy to have them on board.” This acquisition is expected to enhance Hero’s market strategy, complementing its existing UK brand, Organix, which targets organic foods and snacks for young children.
The founders of Deliciously Ella, Ella and Matthew Mills, have confirmed their commitment to the brand by remaining actively involved in its operations. They highlighted that the partnership with Hero Group was the right fit, given its alignment with their long-term vision and family-owned business structure. “What started as a small recipe website and a cookbook has become something bigger than either of us could have imagined,” they shared, acknowledging the transformative potential of this collaboration.
The acquisition deal strategically excludes the Plants brand, which will continue to be independently owned and operated by the Mills. This decision ensures that Deliciously Ella can focus on its core offerings while maintaining a distinct presence in the plant-based market segment.
The acquisition of Deliciously Ella by Hero Group sets the stage for significant growth and expansion in the plant-based food sector.
