Hero Group Acquires Deliciously Ella: A Perfect Partnership
The Hero Group has officially added the rapidly growing plant-based food business, Deliciously Ella, to its esteemed portfolio of brands.
This strategic acquisition marks Hero’s entry into the UK snacking market, aligning with their mission to provide natural, healthy food to consumers around the world. Hero Group, known for its commitment to natural foods through brands like Organix, which specialises in organic snacks for children, sees Deliciously Ella as an ideal complement to their existing offering.
Deliciously Ella, founded in 2016 by Ella Mills and Matthew Mills, has experienced remarkable growth in the plant-based food sector, selling over 100 million products since its inception.
The brand has resonated with health-conscious consumers and is known for its dedication to promoting plant-based living. Furthermore, the acquisition will enable Deliciously Ella to reach millions more customers globally, bringing their natural, plant-based ranges to a wider audience.
In a statement, Hero Group’s CEO emphasised that the acquisition fits into their multi-year strategy of acquiring brands that align with their core categories. Their mission has always been to bring natural, healthy food to consumers, and Deliciously Ella is a perfect fit for them.
They further expressed enthusiasm about the potential for future growth, stating that they are particularly happy to welcome Deliciously Ella into the Hero family.
Founders Ella and Matthew Mills, who will continue to lead the brand through its next stage of growth, shared their excitement about the partnership. What began as a small recipe website and a cookbook has grown into something far beyond their expectations. They have had numerous offers to sell or partner with other companies, but Hero felt like the right fit.
What’s more, as a family-owned business with a long-term vision, Hero Group’s values align perfectly with theirs. They also highlighted Hero’s global presence and proven track record in scaling brands by expressing that this partnership is truly transformational for them, allowing them to bring their plant-based products to even more people in the United Kingdom and around the world.
It’s important to note that the acquisition does not include the Plants brand, which will remain independently owned by Ella and Matthew Mills. Several key team members from Deliciously Ella will also transition to Hero, ensuring continuity and leadership as the brand enters this exciting new phase of growth.
In conclusion, the acquisition of Deliciously Ella by Hero Group represents a significant step forward for both companies. Hero gains a strong foothold in the UK snacking market with a brand that mirrors their values of promoting natural, healthy eating.
Deliciously Ella, meanwhile, is set to expand its reach globally, further solidifying its position as a leader in the plant-based food industry. Together, these two brands are poised to bring their shared vision of health-conscious, sustainable eating to even more consumers around the world.
News Credits: Deliciously Ella acquired by Hero Group
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