Plant-based meal kit brand Grubby has announced its acquisition of the recipe IP for ready meal company Allplants, which entered administration last November.
Grubby now plans to relaunch Allplants’ product range — which includes pre-prepared meals, desserts, healthy breakfast pots, and more — under its own brand. The news comes after Grubby launched a new Marketplace feature on its website, allowing consumers to order plant-based grocery items alongside the company’s meal kits.
The Allplants brand and digital assets were acquired by Ella Mills, founder of plant-based brand Deliciously Ella, last month. She said Allplants would be integrated into her existing business, Plants; however, the deal did not include recipes.
“The love for these meals is clear”
Allplants was launched in 2016 and initially achieved considerable success, raising £67 million and serving millions of meals. In 2023, the brand reported impressive retail sales, becoming the second-most popular frozen ready meal brand at Ocado.
However, administrators were appointed in late 2024 after the company made a series of sustained losses, which were attributed to “economic headwinds”.
Grubby was founded in 2019 and reported last October that it had sold more than a million meal kits to date, with revenues reaching over £4 million in the preceding year.
“The Allplants team spent years perfecting this range, and we just couldn’t let these great products go to waste,” said Grubby on LinkedIn. “The love for these meals is clear, and we know how much they meant to customers — so we’re making it our mission to bring them back, with the same great taste and nutrition, alongside our top rated recipe kits.”
