Deliciously Ella, founded by Ella Mills, has been acquired by Hero Group, offering a springboard for international growth and new product development.
- The company was initiated as a personal blog focused on plant-based recipes, responding to Ella Mills’ own health journey.
- Hero Group’s acquisition presents significant international expansion opportunities, starting with a Whole Foods launch in the US.
- The brand remains committed to enhancing its UK distribution and investing in manufacturing to broaden its market presence.
- Deliciously Ella’s mission continues to advocate for healthy, plant-based eating amidst an increasingly competitive wellness industry.
Earlier this month, the plant-based brand Deliciously Ella was acquired by the Swiss food manufacturer Hero Group for an undisclosed sum. This acquisition marks a new chapter for the company, established twelve years ago by Ella Mills following her personal health experiences. From its origins as a recipe blog, the brand has successfully expanded to offer a range of food products including energy balls and breakfast cereals, now available in major UK supermarkets.
According to CEO Mathew Mills, the acquisition by Hero Group aligns perfectly with the company’s vision, providing fresh avenues for growth. The new ownership by Hero Group is expected to open doors for international expansion, notably beginning with a product launch in Whole Foods, US, this November. This marks Deliciously Ella’s first significant step into international markets, having previously only been accessible in the US through the online retailer Thrive Market.
The strategic alignments with Hero also aim to bolster UK distribution and involve investments in manufacturing capabilities. ‘There’s a huge amount of distribution that we’re not in at the moment, and we would really like to be in,’ asserts Mills. The focus will be on reinforcing the brand’s presence in its home market while exploring new international territories.
Separation from the Plants restaurant business, which remains outside Hero’s acquisition as it does not fit within its business model, is underway, with a completion target by Christmas. Meanwhile, Deliciously Ella is setting its sights on further growth, with plans to introduce new products like Breakfast Bakes, entering the on-the-go breakfast segment in the UK market.
Deliciously Ella maintains its commitment to promoting healthier lifestyle choices by offering natural, plant-based foods. Amidst a robust health and wellness landscape, the brand aspires to leverage strong category data to cement its position as a leader in both existing and new markets. CEO Mathew Mills remains optimistic about the future under Hero Group’s auspices, aiming to provide best-in-class natural alternatives and drive continued change towards improved health standards.
Under Hero Group’s guidance, Deliciously Ella is poised for significant growth and continued advocacy for plant-based nutrition.
