Deliciously Ella business founder Ella Mills has acquired the vegan ready meal business Allplants from the administration to add to her Plants business.
Announcing the purchase in a post published on LinkedIn today (12 February 2025), Ella and her husband Matthew, co-owners with her of business Plants, stated they had acquired the Allplants brand name and related assets.
Allplants, which was set up by brothers Alex and Jonathan Petrides in 2016, had Interpath Advisory administrators appointed last November after incurring serious financial issues and falling customer demand led to a cycle of persistent losses.
Mills' Plants company will now be merged with the vegan ready meal brand to form "a new, natural plant-based powerhouse," the Deliciously Ella founder stated in the announcement, penning: "Having invested the last 12 years developing Deliciously Ella and Plants, we have always been huge fans of the Allplants brand, and the brand name has generated fantastic consumer awareness right around the UK."
"We are thrilled to have reached a deal to specifically purchase the brand name and related brand assets, and we are looking forward to creating a bright future for this brand with so much potential."
"The plant-based category ought to be associated with authentic, wholesome cuisine, but for far too long, it has been dominated by highly processed animal substitutes, a trend that is currently sharply waning. We want to change that by reimagining the plant-based fixture with tasty, natural, and easy victories for astute cooks.
Natasha Harbinson, Interpath Advisory director, who advised on the transaction, added: "The Allplants brand had developed into a byword for healthy, ethically-made, plant-based nutrition, so it is pleasing to have been able to negotiate this transaction which will allow it to continue in the hands of the experienced Plants team."
The Plants business continues to be owned by Ella and Matthew, but their Deliciously Ella Company was sold to Swiss food group Hero Group in September 2024.
CMI Research: Key Vegan Food Industry Insights
Based on Coherent Market Insights, the vegan food industry is set to grow with a CAGR of 8.8% from 2023 to 2030 because of growing awareness of the health advantages of following a vegan diet and its wide use. It was valued at US$ 16,532.3 Mn in 2022. And it is poised to grow at notable rate by the end of the year 2031.
Analyst Opinion: Strategic Role in Vegan Food Industry Growth
The international vegan food market is extremely competitive. This is due to ongoing introduction of new technologies as a result of constant R&D and initiatives by value chain players opines senior research consultant Yash Doshi.
Conclusion: Business Takeaways
The vegan food sector is expanding rapidly, fueled by rising consumer interest in plant-based products. A standout point is the need for innovation and tactical acquisitions to broaden market share. Ella Mills' acquisition of Allplants from administration illustrates the prospect of establishing a leading plant-based brand. Mills plans to bolster the sector through the creation of a "natural plant-based powerhouse," emphasizing the expanding opportunity within the vegan food industry.
