Hero Group has acquired Deliciously Ella to expand into the UK snacking market.
- The acquisition enables Deliciously Ella to reach a global audience, beyond its UK roots.
- Hero already operates in the UK with its Organix brand, focusing on organic foods for children.
- The founders of Deliciously Ella will remain involved post-acquisition.
- Hero’s experience in scaling brands will be leveraged to grow Deliciously Ella internationally.
The Swiss-based Hero Group has successfully acquired Deliciously Ella, a prominent player in the plant-based food segment. This strategic move aims to enhance Hero’s presence in the UK snacking market, leveraging Deliciously Ella’s established brand reputation and expanding its reach globally. The acquisition not only marks Hero’s entry into this segment but also aligns with its broader strategy of providing natural and healthy food options to consumers.
Founded in 2016, Deliciously Ella rapidly gained popularity, selling over 100 million products. This acquisition offers the opportunity for Deliciously Ella to extend its consumer base beyond the UK, tapping into Hero’s extensive global network. The partnership promises to enhance Deliciously Ella’s visibility and accessibility internationally.
Hero Group, known for its Organix brand in the UK, which specialises in organic foods and snacks for young children, sees Deliciously Ella as a perfect fit for its portfolio. Rob Versloot, the CEO of Hero Group, stated, “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.”
Ella Mills and Matthew Mills, the founders of Deliciously Ella, will continue to have an active role in the company following the acquisition. They have expressed their excitement about the collaboration, highlighting that previous offers did not align with their vision as closely as Hero Group’s approach. This decision reflects a shared value system and long-term strategic alignment between the two companies.
It is worth noting that the acquisition will not include the Plants brand, which will remain under the ownership of Ella and Matthew Mills. Several team members from Deliciously Ella will transition to Hero Group to support the brand’s expansion, ensuring continuity and commitment to the brand’s original ethos.
This acquisition represents a significant opportunity for both Hero Group and Deliciously Ella to advance their shared mission of promoting healthy, natural food on a larger scale.
