Ready meal manufacturer Allplants went into administration in November of last year, and only last month Interpath Advisory sold its brand assets and customer data to the founders of Deliciously Ella, Ella and Mathew Mills, through their business Plants.
However, the product recipes were not part of that deal and have now been purchased by GRUBBY.
The deal means that Allplants’ range of ready meals, desserts, breakfast pots and side dishes will now be manufactured under the GRUBBY brand.
The firm is currently in discussions with manufacturing partners to help produce the range.
“We see this acquisition as a fantastic opportunity to bring these much-loved products back to life for customers across both D2C and retail, while honouring the incredible work Jonathan Petrides and his team did in developing them,” said GRUBBY founder Martin Holden-White.
“The Allplants team spent years perfecting this range and there is real consumer love for the products - we simply could not let that all go to waste, and we’re delighted that they will live on, as part of the GRUBBY brand.”
Holden-White explained that the deal made perfect sense and helps solidify GRUBBY as a “go-to brand” for plant-based meals.
“We know our customers want more plant-based options beyond dinner and it continues our collective mission to make plant-based eating more convenient, accessible, and delicious,” he continued.
“Desserts and breakfast pot options have already proven popular on our growing GRUBBY Marketplace offer online, making the products developed by allplants a seamless addition.
“This acquisition forms part of our growth strategy to offer convenient, high-quality solutions across all meal occasions.”
Interpath director Natasha Harbinson, who led the transaction, added: “Allplants had a loyal following, so we’re sure their customers will be thrilled at the prospect of this range being brought back into production.”
Food Manufacture spoke to Holden-White last month in an exclusive interview where he charted his own journey as a founder and shared some of the secrets to GRUBBY’s early success.
