Deliciously Ella, known for its plant-based offerings, embarks on a new chapter after being acquired by Hero Group.
- The acquisition aims to scale successful strategies and broaden international reach, particularly in the US and Europe.
- CEO Mathew Mills indicates continued UK investment and amplified distribution efforts post-acquisition.
- Mills and Ella Mills maintain leadership roles, with the core team largely intact, focusing on brand and product evolution.
- Deliciously Ella advances in the competitive health sector, emphasizing natural ingredients and sustainable growth.
In a strategic move, Swiss food manufacturer Hero Group has acquired Deliciously Ella, a prominent brand in the plant-based food sector, founded by Ella Mills in 2012. The acquisition comes as Deliciously Ella continues to innovate and expand its product range, which includes energy balls, breakfast cereals, and granola, widely available across major UK supermarkets.
CEO Mathew Mills views the acquisition as timely, providing a valuable opportunity to collaborate with a trade partner to accelerate growth. Over the past years, Deliciously Ella has been experimental in its approach to growth, and according to Mills, the company is now poised to scale proven successful strategies. A significant milestone includes launching its physical presence in the US, debuting at Whole Foods this November after being available online through Thrive Market.
Hero Group’s acquisition also enables Deliciously Ella to focus on expanding its European distribution network. Mills expresses eagerness to collaborate with Hero to strengthen their market presence. Simultaneously, the brand plans to bolster its UK footprint by enhancing distribution and investing in manufacturing capabilities. The leadership of Mathew Mills and Ella Mills continues, with most employees staying on, although some will transition to their restaurant business, Plants.
The separation of the business segments is underway, expected to conclude by Christmas, as Plants, which includes pesto sauces and dried pasta, does not align with Hero’s business model. Despite this, Deliciously Ella remains committed to the health and wellness category, prioritizing brand development alongside product offerings. The brand leverages strong data from existing customers to secure its position as a leader in the category, focusing on natural, plant-based products.
As the health and wellness industry becomes increasingly competitive, Deliciously Ella aims to differentiate itself by emphasizing ingredient quality and advocating for sustainable consumption patterns. With a history of releasing over 3,000 plant-based recipes and selling over 100 million products, the brand continues to champion healthy eating practices. The push for mandatory HFSS reporting by major food companies aligns with Deliciously Ella’s commitment to promoting consumer health.
Looking towards the future, Deliciously Ella plans to introduce a new on-the-go breakfast product next month, expanding its ‘Breakfast Bakes’ line. Initial flavors like Apple and Almond, and Roasted Peanut, will be available, setting the stage for brand collaborations and increased distribution. Under Hero Group’s ownership, Mathew Mills envisions an exciting future for Deliciously Ella, emphasizing the continued focus on delivering high-quality plant-based options.
Deliciously Ella is poised for significant growth and innovation within the plant-based food industry under Hero Group’s new leadership.
