‘A True Asset’: Allplants Meals to Return As Fellow Vegan Brand Grubby Acquires Recipe IP

British vegan meal kit startup Grubby has acquired the recipe IP of Allplants, a popular plant-based meal company that fell into administration nearly four months ago. The rights to Allplants' recipes and manufacturing processes have been purchased by Grubby, with plans to relaunch its frozen product range in the near future. This acquisition comes after the brand assets of Allplants were bought by Deliciously Ella's founders, who decided to merge it with their Plants label.

Grubby founder and CEO Martin Holden-White sees the Allplants range as a valuable asset with a loyal following, and is excited to bring back the products that consumers know and love under the Grubby brand. With the acquisition of Allplants' recipe IP, Grubby aims to expand its plant-based meal offerings and attract new customers interested in high-quality, time-saving meal solutions. This move is part of Grubby's strategy to achieve break even in 2026 and continue growing its revenue through improved customer retention and product expansion.