Swiss multinational food group Hero Group has on Monday announced the acquisition of UK-based plat-based food brand Deliciously Ella for an undisclosed amount.
The deal will allow Hero to enter the UK snacking market with a brand that shares a “similar way of thinking, values and mission” while taking Deliciously Ella, which has experienced rapid growth and sold more than 100 million 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, chief executive of 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 the chief executive, 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.
Apple cider remains the core of the category
Top ten cider SKUs in the convenience channelWestons Cider Report