Plant-based recipe kit start-up Grubby has acquired the excusive rights to the recipes and manufacturing methods for Allplants’ product range.

Allplants, a UK direct-to-consumer vegan ready meal brand established by brothers Jonathan and Alex Petrides, entered administration on 22 November 2024 following a period of significant financial challenges.

Last month, it was announced that the brand’s assets and customer data had been acquired by Deliciously Ella founder Ella Mills and her husband and business partner, Matthew Mills, to become part of their Plants business. However, the product recipes themselves were not part of the Plants deal.

Grubby, headquartered in London and founded in 2019, has now announced that Allplants’ range of ready meals, desserts, breakfast pots and side dishes will return under the Grubby brand following its purchase of the recipes.

In a statement announcing the transaction, the start-up said it would ‘continue the legacy of Allplants’ innovation,’ as part of a broader growth strategy to expand its own product offering across multiple channels and eating occasions.

Martin Holden-White, founder of Grubby, said: “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”.

“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.”

Grubby confirmed it is currently in discussions with manufacturing partners to help produce the range and reintroduce the meals to market, adding that it welcomes partners who share its B Corp values.

Holden-White said that desserts and breakfast pots have already proven popular in growing Grubby’s marketplace offer online, describing Allplants’ products as a “seamless addition”.

He added: “Bringing this offer into the Grubby ecosystem makes perfect sense, as 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.”

Natasha Harbinson, director at Interpath, who led the transaction on behalf of the joint administrators, commented: “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.”