Deliciously Ella, a renowned plant-based brand, has been acquired by Swiss food manufacturer Hero Group, marking a significant step in expanding its global reach.
- The acquisition aims to boost Deliciously Ella’s presence in the snacking market, leveraging Hero’s existing infrastructure and market presence.
- Hero Group’s existing UK market involvement with the Organix brand supports this strategic expansion.
- Founders Ella Mills and Matthew Mills will continue leading their brand, ensuring continuity and alignment with Hero’s long-term views.
- The Plants brand, a separate entity of Deliciously Ella, remains under the ownership of Ella and Matthew Mills.
Deliciously Ella, a prominent name in the plant-based food sector, has been recently acquired by the Swiss-based Hero Group. The acquisition, for an undisclosed sum, is a strategic move by Hero Group to enhance its footprint in the snacking market, particularly within the United Kingdom. This development aligns with Hero’s commitment to bring natural and healthy foods to a wider audience.
Having sold over 100 million products since its inception in 2016, Deliciously Ella stands as a considerable force in the plant-based market. The brand is expected to significantly expand its customer base through this acquisition, reaching millions more consumers worldwide, facilitated by Hero Group’s international presence and infrastructure.
The Hero Group, already active in the UK with its Organix brand, anticipated this acquisition as part of a multi-year strategy. According to Rob Versloot, CEO of Hero Group, “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.”
The founders of Deliciously Ella, Ella Mills and Matthew Mills, who will remain with the company, expressed enthusiasm about the acquisition. They highlighted that despite numerous offers from other food companies, Hero Group was the optimal choice given its long-term focus and global market experience. In their statement, they conveyed, “Hero has brands all over the world and a proven track record in helping brands reach much greater scale. This is a transformational moment in bringing our natural, plant-based ranges to more people, both in the UK and abroad.”
It is important to note that the acquisition does not encompass the Plants brand, which will continue to be owned by Ella and Matthew Mills. Furthermore, several team members from Deliciously Ella will transition to Hero Group to drive the brand’s expansion plans.
This acquisition positions Deliciously Ella for enhanced growth under the Hero Group’s umbrella, broadening its market reach while retaining its core leadership.
