The plant-based food brand Deliciously Ella has been acquired by Hero Group, a Swiss consumer food manufacturer.
- This acquisition aims to facilitate Deliciously Ella’s global market expansion.
- Hero Group intends to leverage its presence in the UK with this strategic purchase.
- Deliciously Ella has achieved remarkable growth with over 100 million products sold since 2016.
- The acquisition excludes the Plants brand, which remains under original ownership.
The well-known plant-based food brand, Deliciously Ella, has recently been acquired by Hero Group, a Swiss consumer food manufacturer, as part of Hero’s strategy to expand its product reach globally. This acquisition positions Hero to enter the UK snacking market, capitalising on their existing UK presence through the Organix brand, which caters primarily to children with organic food offerings.
Since its inception in 2016, Deliciously Ella has experienced significant growth, selling more than 100 million products. The brand’s founders, Ella Mills and Matthew Mills, will continue their involvement with the company. They express great optimism about the partnership, noting that Hero Group’s family-owned business model and long-term vision align well with their own strategic goals.
Hero Group’s CEO, Rob Versloot, emphasised the acquisition as a perfect fit for Hero’s mission to deliver natural and healthy food to consumers. He stated, ‘Our multi-year strategy has focused on bringing brands that fit within our core categories…Deliciously Ella is a perfect fit for us.’
The acquisition does not include the Plants brand or business, which remains under Ella and Matthew Mills’ ownership. Several team members from Deliciously Ella are expected to transition to Hero Group to spearhead and accelerate the brand’s international expansion.
The acquisition marks a significant step for both Hero Group and Deliciously Ella in expanding their reach within the plant-based food market.
