Deliciously Ella has been snapped up by Swiss consumer food manufacturer Hero Group in a bid to steer the plant-based food brand’s next stage of growth.

The acquisition for an undisclosed amount will allow Hero to enter the UK snacking market, while Deliciously Ella, which has experienced rapid growth and sold more than 100 million products since it was founded in 2016, will be able 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.

Hero Group CEO Rob Versloot said: “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.”

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Deliciously Ella founders Ella Mills and Matthew Mills, who is chief executive, will remain with the company.

They said: “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.

“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.”

The acquisition will not include the Plants brand or business, which will continue to be owned by Ella and Matthew Mills, and several team members from Deliciously Ella will move over to spearhead the brand’s growth.