Hero UK&I has announced the integration of Deliciously Ella into its portfolio, effective 1 January 2026, following the acquisition of the rapidly growing plant-based brand in September 2024.

This latest move aims to bolster Hero's presence in the UK snacking market, catering to consumers across all age stages, from toddlers to adults.

Deliciously Ella, known for its all-natural snacks and breakfast options, will enhance Hero's existing offerings, which include the Organix range of organic baby foods and Goodies snacks for preschoolers.

The integration aims to position Hero as a leader in the healthier snacking segment, providing a seamless product journey for consumers at every life stage.

Matthew Mills, CEO of Deliciously Ella, will take on the role of country manager for Hero UK&I, overseeing the integration and growth of both brands.

Mills expressed enthusiasm for the collaboration: “Our partnership with Hero UK&I will allow us to reach even more customers with our growing line-up of delicious, healthier alternatives. We have great synergies and shared values, which will be instrumental as we strengthen our position in the wider healthier snacking market.”

The integration will also see key leadership changes within Hero UK&I. Alongside Mills, Rachel Keffen will step into the role of finance director, while Georgina Pattison, currently managing director at Deliciously Ella, will become the commercial director.

This new leadership structure aims to ensure cohesive operations as Hero UK&I seeks to capitalise on the growing demand for nutritious snacking options.

With Deliciously Ella's impressive track record – selling over 150 million natural, plant-based products and boasting the largest social media following among plant-based brands – Hero is well-positioned to expand its reach in the competitive UK market.

Hero UK&I operates a diverse portfolio of brands, including Corny, Beech-Nut and Organix, and aims to use high-quality ingredients that meet the evolving needs of health-conscious consumers.