In September 2024, Deliciously Ella was acquired by the Swiss-based Hero Group for an undisclosed sum. The integration of Deliciously Ella into Hero Group’s UK&I brand portfolio will commence on 1 January 2026.
Hero UK&I is establishing a leadership team aimed at bolstering growth in the UK market and beyond. The company emphasized that these organizational changes will facilitate a “smooth transition and integration.”
Starting January 1, Matthew Mills, the current CEO of Deliciously Ella, will transition to the role of Country Manager for Hero UK&I. Additionally, Rachel Keffen will assume the position of Finance Director for Hero UK&I.
Georgina Pattison, currently Managing Director at Deliciously Ella, will take on the role of Commercial Director for Hero UK&I.
Mandy Bobrowski, the Marketing Director, will maintain her responsibilities while also overseeing the Deliciously Ella marketing team, ensuring a cohesive strategy for both brands. Fran Newman, the HR Director, will continue in her role to promote a successful integration.
This acquisition further consolidates Hero’s stance in the UK market, where it currently manages the organic baby and kids’ food brand Organix. With this move, Hero aims to capitalize on the latest food and beverage industry trends, expanding its reach across various consumer demographics.
Hero Group intends to broaden its footprint in the UK snacking market, catering to a wide range of age groups—from toddlers to adults. Furthermore, this partnership will enable Deliciously Ella to leverage Hero’s global reach, connecting with customers worldwide.
Mills expressed enthusiasm, stating: “I am incredibly excited for Deliciously Ella and Hero UK&I to come together. We’ve spent a year getting to know each other, we have great synergies and shared values, and this partnership will allow us to reach even more customers with our growing lineup of delicious, healthier alternatives.”
“I look forward to seeing our two talented teams come together under one roof as we strengthen our position as a main player in the wider healthier snacking market. I can’t wait to work together during this transformational period for us all.”
Hero Group encompasses several well-known brands including Hero, Corny, Goodies, Beech-Nut, Schwartau, Semper, Freche Freunde, Organix, Deliciously Ella, Sunar, Vitrac, Baby Gourmet, Queensberry, and Casa de Mateus.
Looking ahead, Hero UK&I will retain operational offices in Bournemouth and London, focusing on key food processing technologies, food distribution trends, and sustainability efforts in the food and drink sector.