In a strategic move that promises to reshape the plant-based food industry, Ella Mills and her husband Matthew have acquired the Allplants brand, integrating it into their expanding Plants business. This acquisition marks a significant milestone in their journey, signaling a bold vision for the future of natural, nourishing plant-based meals.

Revolutionizing Plant-Based Meals with Natural Goodness

The Vision Behind the Acquisition

Ella Mills, renowned for her Deliciously Ella brand, has always been a trailblazer in promoting wholesome, plant-based eating. Now, with the integration of Allplants, she aims to redefine the category. The acquisition comes at a pivotal time when consumers are increasingly seeking authentic, minimally processed options. Founded by brothers Alex and Jonathan Petrides, Allplants had garnered considerable recognition for its commitment to ethical, healthy plant-based nutrition. However, financial challenges led to its appointment of administrators from Interpath Advisory in November 2024.Mills’ decision to acquire the brand name and associated assets is rooted in admiration for Allplants' consumer awareness and market presence. With this move, she envisions creating a powerful synergy that combines her expertise with the established reputation of Allplants. “We’ve spent over a decade building our brands, and we see immense potential in merging these forces,” said Mills. “Our goal is to offer real, nourishing food that stands out in a market often dominated by ultra-processed alternatives.”

A Market Shift Toward Authenticity

The plant-based sector has seen rapid growth, but it has also faced criticism for relying too heavily on highly processed meat substitutes. Mills believes this trend is unsustainable and not aligned with consumer desires for genuine, healthful products. “For years, the plant-based category has been overshadowed by artificial, processed items,” she noted. “We’re here to change that narrative and bring back the focus on natural, delicious foods that cater to smart cooks looking for quick, nutritious solutions.”This shift aligns with broader consumer trends favoring transparency and authenticity. Research indicates that nearly 70% of consumers now prioritize ingredient quality and sustainability when making food choices. By acquiring Allplants, Mills positions herself to lead this movement, offering products that resonate deeply with today’s health-conscious shoppers. The combined entity will leverage both brands' strengths to deliver innovative, nutrient-rich meals that meet these evolving demands.

Building a Sustainable Future Together

Natasha Harbinson, director at Interpath Advisory, highlighted the significance of this transaction. “Allplants has become synonymous with ethically produced, healthy plant-based nutrition,” she stated. “It’s gratifying to see this legacy continue under the experienced leadership of Ella and Matthew Mills.” The acquisition ensures that Allplants' core values—ethics, quality, and innovation—will endure.Moreover, this merger represents a strategic opportunity to expand the reach of both brands. With Deliciously Ella already being part of the Hero Group since September 2024, the Plants business remains independently owned by Ella and Matthew. This structure allows them to focus on driving growth while maintaining their commitment to excellence. The new partnership sets the stage for a vibrant, sustainable future in the plant-based food landscape.

Empowering Consumers with Nourishment

Ultimately, the acquisition of Allplants underscores Mills' dedication to empowering consumers with nourishing, plant-based options. As the market continues to evolve, this integration promises to deliver a wider array of products that cater to diverse dietary needs. Mills envisions a world where plant-based eating isn’t just a trend but a lifestyle choice supported by accessible, wholesome meals.By combining the strengths of two respected brands, Mills aims to create a comprehensive portfolio that meets the growing demand for authentic, healthful plant-based cuisine. This initiative not only addresses current consumer preferences but also paves the way for a more sustainable and nourishing future. The coming months will undoubtedly reveal exciting developments as this new chapter unfolds.