Deliciously Ella, the healthy eating brand set up by the “wellness” entrepreneur Ella Mills, has been acquired by Hero Group, a Swiss foods company that already owns Organix, the British-based organic snacks brand for children.
Mills and her husband Matthew, who are the majority shareholders, are expected to make millions of pounds from the deal. The terms of the acquisition have not been disclosed, but Deliciously Ella reported sales of £24 million and a pre-tax profit of £1.8 million in its last financial year.
The acquisition includes the Deliciously Ella app, which gives subscribers access to more than 2,000 healthy recipes, Deliciously Ella-branded products such as snack bars and chocolate-dipped nuts, which are sold in UK supermarkets, and the company’s factory near Milton Keynes.