Vegan NIBs: Deliciously Ella Founder Rescues Allplants to Build a Plant-Based Powerhouse

Ella Mills, the visionary behind Deliciously Ella, has acquired the beloved Allplants brand out of administration, setting the stage for an exciting new chapter in the plant-based sector. The brand will now be integrated into Mills’ existing venture, Plants , which she and her husband, Matthew, launched in partnership with Waitrose in 2022. Though the Allplants name won’t be revived for new product lines, its vibrant social media community—boasting over 115,000 Instagram followers—will be a key asset in growing the Plants brand. “We have long admired Allplants,” said Mills. “Bringing these two brands together will create something truly special.” With a packaging refresh due in April, Plants continues to expand its range of natural, plant-based meals, already available at Waitrose, Ocado, and Whole Foods. Mills hopes to redefine the category by championing real, nourishing food over ultra-processed meat alternatives.