Swiss manufacturer Hero Group has acquired UK-based healthy food business Deliciously Ella.
Financial details were not disclosed.
Lenzburg-headquartered Hero Group said in a statement today (16 September) the deal will “help supercharge sales” both in the UK and other markets.
The Swiss group is already present in the UK market through its Organix brand, which focuses on organic foods and snacks for babies, toddlers and children.
“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,” said Rob Versloot, CEO of Hero Group.
Deliciously Ella founders Ella Mills and Matthew Mills, who is CEO, will remain with the company.
Access the most comprehensive Company Profiles
on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Company Profile – free
sample
Your download email will arrive shortly
We are confident about the
unique
quality of our Company Profiles. However, we want you to make the most
beneficial
decision for your business, so we offer a free sample that you can download by
submitting the below form
By GlobalData
In a joint statement they said: “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.
“Hero has brands all over the world and a proven track record in helping brands reach much greater scale. This is a transformational moment in bringing our natural, plant-based ranges to more people, both in the UK and abroad.”
Founded in 2012, Deliciously Ella is stocked in major retailers including Tesco, Sainsburys, Asda, Co-op, Waitrose, and Ocado. The Deliciously Ella brand offers a range of oat bars, granola and crackers. Its Plants brand includes pasta, pasta sauces and salad dressings.
However, the acquisition does not include the Plants brand or business, which will continue to be owned by Ella and Matthew.
In 2022, Hero Group sold its UK gluten-free arm Juvela to brand-builder S-Ventures.
The group sold its Semper gluten-free business in the Nordics the following year to Dr. Schär for an undisclosed fee.
