The Swiss food group Hero is taking over the Deliciously Ella brand founded by well-known food blogger Ella Mills. The company did not disclose the purchase price for the British firm. + Get the most important news from Switzerland in your inbox Deliciously Ella sells vegan bars, granola, nut mixes and crackers, among other things. Hero hopes the takeover will enable it to enter the British snack market. However, the UK is not new territory for the Swiss group: it is already present in the country with Organix, a brand for baby food. The Deliciously brand has seen "rapid growth" since it was founded in 2016. The takeover will now enable the company to reach "millions more customers around the world". Food blogger and entrepreneur Ella Mills and her husband Matthew, CEO of the company, will reportedly remain with the company and "lead the next stage of growth". Best-selling debut cook book Ella Mills, who was called Woodward at the time, started a blog with plant-based recipes in ...
