Deliciously Ella, a UK-based brand that has skyrocketed in popularity since its 2016 launch, has been acquired by global food company, The Hero Group.

The acquisition marks Hero's entry into the competitive UK snacking market, leveraging the shared values and mission of both brands to deliver healthy, natural food options to a broader audience.

Deliciously Ella’s products, which are already available in major UK retailers such as Tesco, Sainsbury’s, Asda, Coop, Waitrose, and Ocado, have sold over 100 million units to date. The acquisition opens the door for even further expansion, positioning the brand for greater global reach. Hero Group, already a prominent player in the UK with its organic children’s food brand, Organix, sees Deliciously Ella as a perfect addition to its portfolio.

Rob Versloot, CEO of Hero Group, expressed his enthusiasm for the partnership, stating, “Our multi-year strategy has focused on bringing brands into our core categories that align with our mission to provide natural, healthy foods to consumers. Deliciously Ella is a perfect fit for us, and we’re thrilled to have them on board.”

Ella Mills, founder of Deliciously Ella, and Matthew Mills, CEO, will continue to lead the company through this new phase.

Reflecting on the journey that started as a recipe website and evolved into a major food brand, they said: “We are incredibly excited to partner with Hero Group. After years of considering different offers, this one felt right. As a family-owned business with long-term goals, Hero aligns with our vision. This is a transformative moment for us, and we look forward to bringing our plant-based products to more people, both in the UK and globally.”

The acquisition does not include the couple’s separate venture, the Plants brand, which will remain under their ownership. However, several key team members from Deliciously Ella will transition to Hero to drive the brand’s growth in the coming years.