Switzerland-based children’s snack company Hero Group has acquired Deliciously Ella, the fast-growing plant-based food business in the UK, for an undisclosed amount.
Deliciously Ella was started by Ella Mills in 2012, as a plant-based recipe website.
In 2015, Ella partnered with Matthew Mills, her now husband and Deliciously Ella CEO, to turn Deliciously Ella into a food business, after the success of her first book.
Deliciously Ella launched the first range of products into retailers in 2016 and has sold more than 100 million natural, plant-based food products since then.
Currently, the brand sells a product every second and is stocked in major retailers including Tesco, Sainsbury’s, Asda, Coop, Waitrose, and Ocado.
The acquisition does not include the Plants brand or business, which will continue to be owned by Deliciously Ella founders Ella and Matthew Mills.
As part of the acquisition, Ella Mills and Matthew Mills will continue with the company, while several team members will be moved over to Hero.
Ella and Matthew said: “We are both 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.
“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.”
Established in 1886 in Switzerland, Hero offers branded nutritional food products.
It is focused on Baby and Toddler Food and Snacks, Natural Spreads, and Healthy Snacks product categories, complemented by its activities in Baby & Toddler Milk and Specialties.
Hero is already present in the UK, with its Organix brand which focuses on organic foods and snacks for babies, toddlers, and kids.
The acquisition of Deliciously Ella, which shares the same thinking, values, and mission of Hero, is expected to help the Swiss company enter the UK snacking market.
Also, it would allow Deliciously Ella to reach millions more customers around the world.
Hero Group CEO Rob Versloot said: “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. Deliciously Ella is a perfect fit for us, and we are particularly happy to have them on board.”
