Magnet Recruit’s Post

Hero Group Acquires Deliciously Ella, Paving the Way for Global Expansion Swiss food giant, Hero Group, has acquired Deliciously Ella, the leading UK-based plant-based food brand, in a move that will allow the company to expand its reach in the vegan snacking market. The acquisition comes as plant-based eating continues to gain traction worldwide, with consumers opting for healthier food choices. Founded in 2016 by Ella Mills, Deliciously Ella has become a household name for those seeking nutritious plant-based options, with its products sold in over 10,000 stores across the UK and Europe. Founders Ella and her husband Matthew Mills, who have remained majority shareholders, will stay with the company under Hero’s ownership, leading Deliciously Ella through its next phase of growth "We are incredibly excited to partner with the Hero Group. What started as a small recipe website and a cookbook has become something bigger than either of us could have imagined. Hero has 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”, said the Mills couple in a joint statement. The acquisition also includes the factory near Milton Keynes, which was purchased to bring production in-house, streamlining its supply chain. However, the deal does not include the Plants by Deliciously Ella brand, which offers pantry staples like pasta, sauces, kombucha, and soups, or the Plants by DE restaurant in London, which will remain under the Mills’ ownership. For Hero Group, the acquisition is a strategic expansion into the UK’s vegan snacking sector, complementing its existing presence in the country through its Organix Brands Ltd - A BCorp Company, which focuses on organic food and snacks for babies and children. "Deliciously Ella is a perfect fit for us", said Hero Group CEO Rob Versloot "Our multi-year strategy has focused on bringing brands that align with our mission to offer natural, healthy food to consumers, and we are particularly happy to have them on board”. For Deliciously Ella, the Hero acquisition is a significant milestone and marks a new chapter for the brand, as it prepares for international expansion and greater reach. As Versloot highlighted, "This is a transformational moment for both Hero Group and Deliciously Ella, as we work together to bring healthy, plant-based options to consumers across the globe”.

  • No alternative text description for this image

To view or add a comment, sign in

Explore topics