Swiss food manufacturer Hero Group has acquired the UK healthy food brand, Deliciously Ella, marking a significant move in the food and beverage industry trends. While the exact financial terms of the deal were not disclosed, Hero Group aims to leverage this acquisition to “supercharge sales” in the UK and other international markets.
Headquartered in Lenzburg, Switzerland, Hero Group is already established in the UK with its Organix brand, which focuses on providing organic foods and snacks for babies, toddlers, and children. CEO Rob Versloot stated, “Our multi-year strategy has focused on bringing brands that fit within our core categories with the aim of fulfilling our mission to bring natural, healthy food to consumers.” This acquisition aligns perfectly with that vision.
Founders Ella Mills and Matthew Mills, who also serves as the CEO, will continue their roles within the company. In their joint statement, they emphasized the importance of aligning with a partner that shares their long-term vision, asserting: “We have had numerous approaches to sell or partner with other food companies over the years, but only this one felt right. As a family-owned business, with a long-term view that aligns with our thinking, Hero Group are the right fit for us.”
Additionally, the acquisition serves to expand the reach of Deliciously Ella’s plant-based offerings, enabling them to connect with consumers both domestically and internationally. Established in 2012, the Deliciously Ella brand is widely available in major retailers such as Tesco, Sainsbury’s, Asda, Co-op, Waitrose, and Ocado. The brand’s product lineup includes oat bars, granola, and crackers, while its other offshoot, the Plants brand, will continue to be owned by Ella and Matthew.
However, it is noteworthy that the acquisition does not encompass the Plants brand or business. This strategic choice allows the founders to maintain a degree of independence while benefiting from Hero’s extensive international network.
In recent years, Hero Group has made strategic moves, including the sale of its UK gluten-free arm, Juvela, to brand-builder S-Ventures in 2022, and its Semper gluten-free business in the Nordics to Dr. Schär the following year.
Overall, this acquisition underscores a growing trend in the food and drink business towards healthier eating and lifestyle choices, responding to evolving food and drink consumer trends. As the industry continues to evolve, such partnerships may well define the future landscape of health-oriented food brands.
