Deliciously Ella has entered a transformative phase following its acquisition by Hero Group.
- The plant-based brand looks to leverage new growth opportunities in international markets.
- CEO Mathew Mills highlights the strategic alignment with Hero Group to scale successful ventures.
- Plans are underway to bolster distribution in the UK and explore European markets.
- The brand remains committed to its core values of promoting health through natural, plant-based foods.
Earlier this month, Deliciously Ella, a pioneering plant-based brand, was acquired by the Swiss food manufacturer Hero Group for an undisclosed amount. This acquisition marks a significant milestone for the brand, founded in 2012 by Ella Mills following her adoption of a plant-based lifestyle due to health reasons. Initially launched as a recipe blog, Deliciously Ella has expanded its product range over time to include energy balls, breakfast cereals, and other plant-based treats available across all major UK supermarket chains.
The acquisition by Hero Group presents an opportunity for Deliciously Ella to capitalise on international expansion opportunities. Mathew Mills, CEO of Deliciously Ella, described the timing of the takeover as ‘perfect’, offering a partnership capable of accelerating the brand’s growth trajectory. With the acquisition already underway, Deliciously Ella is primed to make its first substantial entry into the US market with a launch set in Whole Foods this November. While previously accessible in the US via Thrive Market, this represents the brand’s inaugural physical presence in the international space.
Mills remains optimistic about future growth within the UK and aims to increase domestic distribution. He notes that a significant portion of the market remains untapped, suggesting new avenues for expansion with the support of Hero Group. Concurrently, plans are unfolding to grow distribution across Europe, enhancing the brand’s footprint in these regions. This strategic move aligns with the brand’s long-term vision of promoting plant-based nutrition widely.
In the words of Mills, ‘Deliciously Ella sits in the fast-growing but increasingly competitive health and wellness category,’ thus, it’s crucial to establish a foothold by building the brand’s reputation ahead of product-centric approaches. The emphasis on high-quality, plant-based ingredients continues to be a unique selling point against the allure of ultra-processed food competitors, solidifying its market position.
The acquisition represents more than just geographic expansion; it underscores the brand’s commitment to its core philosophy of promoting healthy lifestyles through natural diets. By launching over 3,000 plant-based recipes and selling in excess of 100 million products, Deliciously Ella has maintained its position as a leading advocate for health through diet. The brand’s future trajectory under the stewardship of Hero Group looks promising as it remains steadfast in providing plant-based alternatives.
Deliciously Ella’s acquisition by Hero Group is set to catalyse its growth, with expanded market presence in the UK, Europe, and beyond.
