Deliciously Ella founder Ella Mills has bought the Allplants brand out of administration to combine with her Plants business and act as a springboard to create a “natural, plant-based powerhouse”, The Grocer can reveal.
Plants was not included in the sale of Deliciously Ella to Hero Group last year and remains owned by Mills and her husband Matthew. The pair launched the sub-brand in partnership with Waitrose in 2022.
Plants, which is set to unveil a packaging refresh in April, picked up the Allplants brand and associated brand assets from administrators at Interpath this week.
There are no plans to launch products under the Allplants name. Instead, Plants is looking to leverage the brand’s loyal and large community on social media.
Allplants had more than 115,000 followers on Instagram, with another 70,000-plus on Facebook and in excess of 10,000 on TikTok, when it collapsed in November.
“We will bring together Plants and Allplants to create something truly special – a new, natural, plant-based powerhouse,” Mills said.
“We have long admired the Allplants brand, and the brand name has remarkable consumer awareness across the UK.”
Plants will continue to be led by managing director Kerry Atack, who has worked with Mills for the past five years at Deliciously Ella.
“Kerry has a deep passion and understanding of the plant-based space, and we can’t wait to support her as we drive this new chapter forward together with the wider Plants team,” Mills added.
Plants has expanded its offering since launching and today sells to veggie burgers and bites, fresh & dry pasta, sauces, pesto and frozen meals, all made using 100% natural ingredients. As well as Waitrose, the brand is listed by Ocado, Whole Foods Market and Zapp.
“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,” Mills said.
“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, added: “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.”
Interpath is continuing its search for a buyer for the Allplants manufacturing facility in East London.
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