Deliciously Ella Acquired by Hero Group: What it Means for the Plant-Based Brand and Its Founder
Deliciously Ella, the plant-based food brand started by food blogger Ella Mills, has been acquired by Swiss food group Hero in a deal that is expected to bring millions to the brand's founders.
While the exact price paid for Deliciously Ella has not been disclosed, Mills and her husband Matthew are set to reap significant financial rewards after transforming the website she started in her parents’ kitchen at the age of 21 into a thriving healthy eating empire.
The Rise of Deliciously Ella
Deliciously Ella's story began with Mills' personal journey. After experiencing a health crisis, she adopted a vegan diet, sharing her recipes and meals on a blog she launched in 2012. The blog's popularity quickly snowballed, leading to a best-selling cookbook and, by 2016, a range of supermarket food products.
The brand's success was fueled by Mills' own story and her ability to translate healthy eating into accessible, delicious recipes and products. Deliciously Ella offered a refreshing alternative to the often bland and uninspiring 'health food' options available at the time. As Mills herself has pointed out, the brand helped to bring food traditionally found in health food shops to the mainstream, making healthy choices more appealing and accessible to a wider audience.
The Impact of the Acquisition
The takeover by Hero signifies a significant milestone for Deliciously Ella. Hero, which owns the popular organic baby food brand Organix, is known for its strong presence in the UK market and its expertise in scaling brands. The acquisition will allow Deliciously Ella to leverage Hero's resources and reach a wider audience, both in the UK and internationally.
The acquisition also signals a strategic shift for Hero, allowing it to enter the UK snack market with a brand that aligns with its mission of providing natural, healthy food to consumers. The deal reflects Hero's growing interest in the plant-based food market, a sector that is experiencing significant growth globally.
What's Next for Deliciously Ella?
The acquisition marks a new chapter for Deliciously Ella, promising growth and expansion. Ella and Matthew Mills, who are expected to continue playing a key role in the brand's future, have expressed their excitement about the partnership with Hero. They believe that Hero's expertise and resources will enable them to bring their natural, plant-based products to a wider audience.
The immediate focus for the brand is to expand into the US market, where its oat bar range is set to hit the shelves of Whole Foods. The US expansion marks a significant step in Deliciously Ella's international growth strategy.
A New Era of Growth and Expansion
The acquisition of Deliciously Ella by Hero represents a strategic move by both companies, with the potential to benefit both parties. Hero gains access to the UK snack market with a popular and established brand, while Deliciously Ella gains the resources and support needed to expand its reach and influence.
The future looks bright for Deliciously Ella. With the support of Hero, the brand is well-positioned to capitalize on the growing demand for healthy, plant-based food options. The acquisition promises to be a transformative moment for the brand, opening up new opportunities for growth and expansion, and ultimately bringing its delicious and healthy products to a much wider audience.
