Deliciously Ella Sold to Swiss Food Group Hero

Popular plant-based brand Deliciously Ella has found a new home! The company, founded by food blogger-turned-entrepreneur Ella Mills, has been acquired by Swiss food giant Hero, known for brands like Organix and Semper. The move is expected to help Deliciously Ella expand globally, bringing its beloved oat bars, energy balls, and granolas to even more shelves. Ella Mills first launched the brand in 2012, sharing plant-based recipes on her blog. What started as a personal journey to improve her health quickly turned into a booming business, with a best-selling cookbook, a thriving café (which has since closed), and a product range stocked in major UK supermarkets. Now, with Hero stepping in, the brand is set to grow even further.
Mills reassured fans that the heart of Deliciously Ella will stay the same—with a continued focus on natural, plant-based ingredients. “We’re incredibly excited about this next chapter,” she shared in a statement. “This partnership allows us to bring our products to a much wider audience while staying true to our values.”
For Hero, the acquisition is part of a bigger push into the fast-growing plant-based food market, which continues to see demand soar. With more people embracing vegan and flexitarian diets, it seems like the perfect time for Deliciously Ella to spread its wings. So, if you’re a fan of their snacks, don’t worry—they’re not going anywhere! In fact, you might start spotting them in even more places soon.