The Hero Group has added plant-based food business Deliciously Ella to its family of brands.
The acquisition will allow Hero to enter the UK snacking market with a brand that shares a similar way of thinking, values and mission. The deal will allow Deliciously Ella, which has experienced rapid growth and sold more than 100m products since it was founded in 2016, to reach millions more customers around the world.
“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,” said Rob Versloot, CEO, Hero Group.
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 as they lead the next stage of growth.
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.”
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 moving over to spearhead the brand’s growth.