Deliciously Ella: Plant-Based Snacking Brand Acquired by Hero Group in Multimillion-Pound Deal

Deliciously Ella, a UK-based plant-based snacking brand, has been acquired by Swiss food manufacturer Hero Group in a multimillion-pound deal. The founders, Ella and Matthew Mills, will remain in the company under the new ownership, with plans to expand its presence in the UK and enter the US market. The acquisition includes the Deliciously Ella recipe app, branded products, and factory near Milton Keynes, while the recently launched Plants brand and the Plants by DE restaurant in London will remain under the Millses' ownership.

Deliciously Ella started as a food blog in 2012 and has since grown into a successful retail brand with over 100 products in major UK supermarkets. The company generated around £24 million in revenue in its latest financial year and has been successful in bringing natural, plant-based products to consumers. Hero Group's purchase of Deliciously Ella comes amid a trend of mergers and acquisitions in the vegan sector, signaling a growing interest in plant-based businesses.