The food manufacturer was acquired by the Swiss-based Hero Group for an undisclosed sum in September 2024. Deliciously Ella will join Hero Group’s UK&I brand portfolio on 1 January 2026.
Hero UK&I is creating the leadership team to support the next stage of growth in the UK market and beyond. The company said the changes will ensure a “smooth transition and integration.”
From 1 January, Matthew Mills, CEO of Deliciously Ella, will become Country Manager for Hero UK&I, while Rachel Keffen will step into the role of Finance Director for Hero UK&I.
Georgina Pattison, Managing Director at Deliciously Ella, will take on the position of Commercial Director for Hero UK&I.
Mandy Bobrowski, Marketing Director, will continue in her role and will also assume responsibility for the Deliciously Ella marketing team, ensuring a unified approach across both brands. Fran Newman, HR Director, will remain in post to support a smooth integration.
The acquisition strengthens Hero’s position in the UK market, where it currently operates organic baby and kids’ food brand Organix.
Hero Group said it aims to grow its presence in the UK snacking market across all age groups, offering products for toddlers and kids through to adult consumers.
Deliciously Ella will also benefit from Hero’s global reach, enabling the brand to connect with customers worldwide, the company said.
Mills said: “I am incredibly excited for Deliciously Ella and Hero UK&I to come together. We’ve spent a year getting to know each other, we have great synergies and shared values, and this partnership will allow us to reach even more customers with our growing lineup of delicious, healthier alternatives.
“I look forward to seeing our two talented teams come together under one roof as we strengthen our position as a main player in the wider healthier snacking market. I can’t wait to work together during this transformational period for us all.”
Hero Group operates brands including Hero, Corny, Goodies, Beech-Nut, Schwartau, Semper, Freche Freunde, Organix, Deliciously Ella, Sunar, Vitrac, Baby Gourmet, Queensberry, and Casa de Mateus.
Hero UK&I will retain two offices in Bournemouth and London.
