Swiss food manufacturer the Hero Group has acquired plant-based food brand Deliciously Ella for an undisclosed sum.
The Hero Group said the acquisition would allow Hero to enter the UK snacking market with a brand that “shares a similar way of thinking, values and mission”.
Rob Versloot, CEO of Hero Group, 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.”
Hero is already present in the UK market with its Organix brand, which focuses on organic foods and snacks for babies, toddlers and kids.
Deliciously Ella founders Ella Mills and Matthew Mills, who is CEO, will remain with the company. The pair 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.”
The acquisition does not include the Plants brand or business, which will continue to be owned by Ella and Matthew Mills. Several team members from Deliciously Ella are reportedly moving over to spearhead the brand’s growth.
