Tue, 17 Sep 2024 | BUSINESS SALE
Plant-based food brand Deliciously Ella has been acquired by global food business The Hero Group. The deal provides an entry for The Hero Group into the UK's plant-based snacking market, while enabling Deliciously Ella to reach more customers.
Founded in 2016, Deliciously Ella has since experienced rapid growth, selling more than 100 million products and being stocked in major retailers including Sainsburys, Coop, Tesco, Asda, Waitrose and Ocado.
The deal builds on Hero’s existing presence in the UK market, where it owns Organix, a snacking brand focusing on organic snack foods for babies, toddlers and children. The acquisition of Deliciously Ella is described as adding a brand that shares the group’s values and mission.
The Hero Group Chief Executive Rob Versloot commented: "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."
Deliciously Ella co-founders Ella and Matthew Mills will remain with the business following the acquisition in order to lead the next phase of its growth. However, the deal does not include the Plants brand or business, which will remain owned by Ella and Matthew Mills. Several Deliciously Ella staff members will move over to help spearhead the brand’s growth.
Ella and Matthew Mills said: "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.”
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