News
Deliciously Ella acquired by Swiss food group
Founded in 2016 by Ella and Matthew Mills, Deliciously Ella has sold more than 100m of its vegan products around the world to date.
The pair will remain involved in the company as it moves forward under the leadership of the Hero Group, while several team members from Deliciously Ella are also moving over. A full breakdown has yet to be announced.
The Hero Group, which is headquartered in Switzerland, will use the move to expand its presence in the UK market, where it currently operates organic baby and kids food brand Organix.
The acquisition does not include the Plants brand or restaurant, which will continue to be owned by Ella and Matthew.
Commenting on the deal, Hero Group CEO Rob Versloot described Deliciously Ella as a perfect fit for the business moving forward.
“Our multi-year strategy has focused on bringing brands that fit within our core categories with the aim of fulfilling our mission to bring natural, healthy food to consumers,” Versloot added.
‘This deal felt right’
The origins of Delicious Ella can be traced back to 2012 when Ella began posting plant-based recipes online. She quickly gained popularity and in 2015 released a hugely popular cookbook, the springboard from which the food brand was launched.
“We are both incredibly excited to partner with the Hero Group,” said Ella and Matthew.
“What started as a small recipe website and a cookbook has become something bigger than either of us could have imagined.
“We have had numerous approaches to sell or partner with other food companies over the years, but only this one felt right. As a family-owned business, with a long-term view that aligns with our thinking, Hero Group are the right fit for us.
“Hero has brands all over the world and 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.”
In other news, the Competition and Markets Authority has launched an inquiry into the proposed acquisition of two ForFarmers owned feed mills by Boparan Private Office.
