Swiss food group Hero has acquired UK-based Deliciously Ella to enhance its plant-based food offerings.
- Hero aims to penetrate the UK snacking market through this acquisition, leveraging Deliciously Ella’s rapid growth.
- Founders Ella and Matthew Mills will stay with the company to spearhead global expansion efforts.
- The purchase excludes Deliciously Ella’s Plants brand, which remains independently owned by its founders.
- Hero’s existing presence with Organix in the UK market will complement Deliciously Ella’s addition.
Hero Group, a notable player in the food manufacturing sector, has taken a significant stride by acquiring Deliciously Ella, a UK-based plant-based food company. This acquisition is viewed as a strategic move for Hero to expand its footprint in the UK’s burgeoning snacking market.
Deliciously Ella, since its inception in 2016, has witnessed an impressive growth trajectory, selling over 100 million products globally. The brand’s founders, Ella Mills and Matthew Mills, have decided to remain with the company post-acquisition to continue driving its expansion internationally. Their commitment reflects confidence in Hero’s capability to scale the brand effectively worldwide.
The acquisition agreement, however, stipulates that the Plants brand will not be included in this deal, remaining under the ownership of Ella and Matthew Mills. This decision allows them to retain creative and operational control over that segment of their business.
Currently, Hero Group already engages with the UK consumer base through its Organix brand, providing organic food options for younger demographics. The integration of Deliciously Ella is expected to enhance its product lineup, promising a broader range of plant-based snacks and foods to its consumers.
Hero Group’s CEO, Rob Versloot, expressed optimism about the acquisition. He emphasized that the alignment of missions between Hero and Deliciously Ella signifies a promising future for both brands. Versloot’s multi-year strategy aims to align with consumer demand for natural and healthy food, making Deliciously Ella a fitting addition to their portfolio.
This acquisition marks a transformative phase for Deliciously Ella, positioning it for substantial global growth under Hero Group’s stewardship.
