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Deliciously Ella founder Ella Mills has bought plant-based ready meal brand Allplants out of administration, set to become part of her Plants business.
In a statement shared on LinkedIn today (12 February 2025), Ella and her husband Matthew, with whom she jointly owns the Plants business, announced their acquisition of the Allplants brand name and associated assets.
Allplants, founded in 2016 by brothers Alex and Jonathan Petrides, appointed administrators from Interpath Advisory in November last year following significant financial challenges and reduced consumer demand, leading to a period of sustained losses.
Now, Mills’ Plants business will be combined with the vegan ready meal brand to create “a new, natural plant-based powerhouse,” the Deliciously Ella founder revealed in the announcement, writing: “Having spent the past 12 years building Deliciously Ella and Plants, we have long admired the Allplants brand, and the brand name has built remarkable consumer awareness across the UK.”
“We are pleased to have signed an agreement to specifically acquire the brand name and associated brand assets, and we’re so excited to build an exciting future for this brand with such enormous promise.”
“The plant-based category should be synonymous with real, nourishing food, yet for too long it has been dominated by ultra-processed meat alternatives, a trend now in steep decline. We’re here to try and change that, and to reimagine the plant-based fixture with delicious, natural, quick wins for clever cooks.”
Natasha Harbinson, director at Interpath Advisory, who led the transaction, commented: “The Allplants brand had grown to become synonymous with ethically-produced, healthy, plant-based nutrition, so we’re pleased to have concluded this transaction which will enable it to continue under the direction of the experienced Plants team”.
The Plants business remains under the ownership of Ella and Matthew, while their Deliciously Ella business was acquired by Swiss company Hero Group in September 2024.
