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Swiss food manufacturer Hero Group has acquired British plant-based food brand Deliciously Ella.

Founded in 2016 by Ella Mills, Deliciously Ella offers a range of products, including cookbooks, a recipe app and a line of plant-based food products like snacks and ready meals.

The acquisition will enable Hero to enter the UK snacking market and will allow Deliciously Ella to reach millions more customers around the world. Hero is already present in the UK market with its Organix brand, which focuses on organic foods and snacks for babies, toddlers and kids.

Deliciously Ella’s co-founder Ella Mills and co-founder and CEO Matthew Mills will remain with the company as they lead the next stage of growth.

In a joint statement, the Mills’ said: “We are both incredibly excited to partner with the Hero Group. What started as a small recipe website and a cookbook has become something bigger than either of us could have imagined. 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.”

They continued: “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.”

Rob Versloot, CEO of Hero Group, commented: “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. Deliciously Ella is a perfect fit for us, and we are particularly happy to have them on board."

Once the transaction is complete, several team members from Deliciously Ella will move over to Hero. Financial terms of the deal were not disclosed.

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