Allplants: Deliciously Ella Founders Rescue Vegan Ready Meal Brand in Anti-UPF Push

Founders of Deliciously Ella, Ella and Matthew Mills, have acquired vegan ready meal leader Allplants out of administration under their revamped Plants brand. Allplants, which was rescued by the Mills brothers after facing financial difficulties, will now be integrated into the Plants brand to create a new, natural, plant-based powerhouse. This acquisition is part of a push to steer the conversation away from ultra-processed foods and towards real, nourishing options in the plant-based category.

Plants will leverage Allplants' social media following to expand its reach and will undergo a packaging refresh to emphasize phrases like "Real food" and "100% natural ingredients." The aim is to shift the discourse away from ultra-processed foods, which have seen a decline in popularity, and encourage the consumption of whole foods like beans, tofu, and tempeh. With this move, Ella Mills is looking to capitalize on the anti-UPF push and further establish her empire based on healthy eating practices.