Deliciously Ella was acquired by Swiss Hero Group, promising a new growth phase.
- Hero Group acquisition marks the next chapter for the plant-based brand’s expansion.
- International growth is on the horizon with a launch in the US through Whole Foods.
- UK distribution and manufacturing investments are slated for expansion.
- Breakfast Bakes signals Deliciously Ella’s innovation in the on-the-go category.
Earlier this month, the Swiss food manufacturer Hero Group acquired the plant-based brand Deliciously Ella for an undisclosed sum. This acquisition is seen as a strategic move to guide the brand through its next stage of growth. Deliciously Ella was initially founded as a recipe blog in 2012 by Ella Mills after she adopted a plant-based diet due to health concerns. The brand has since evolved, offering products such as energy balls and granola, now available in major UK supermarkets.
CEO Mathew Mills has described the Hero Group takeover as perfectly timed, offering an opportunity to accelerate the brand’s growth with a reliable trade partner. Mills highlighted that Deliciously Ella had been experimental in its approach over the past years but now aims to scale proven strategies. The acquisition has already paved the way for international expansion, with plans to launch a range in Whole Foods in the US this November. This marks the brand’s first major physical presence in international markets, previously only available through e-commerce in the US.
Deliciously Ella’s focus under Hero Group will extend to European distribution alongside increased investment in the UK market. Mills has expressed intentions to enhance UK distribution and manufacturing capabilities, noting that there are substantial untapped sectors within the country that the brand aims to penetrate. The leadership of the company remains stable, with Mills continuing as CEO and Ella Mills maintaining her role as the founder.
In addition to its geographical expansion, Deliciously Ella is innovating its product range. Next month, they will introduce Breakfast Bakes, an on-the-go breakfast product available in two flavours: Apple and Almond, and Roasted Peanut. This move into the on-the-go breakfast sector showcases the brand’s intent to disrupt traditional markets with natural alternatives. Other future growth avenues include potential collaborations and expanded distribution strategies.
Since its inception, Deliciously Ella has been a proponent of healthy eating, providing over 3,000 plant-based recipes and selling more than 100 million products. The brand’s emphasis on plant-based, natural ingredients and its opposition to ultra-processed foods have been integral to its market success. As part of a broader industry trend, companies like Tesla and Iceland are advocating for government regulation on products high in unhealthy components, a cause supported by Mills who deems public health in the UK as dire.
Deliciously Ella is on a promising path of growth and innovation under new ownership.
