Ella Mills, the founder of Deliciously Ella, has personally acquired the Allplants brand and its associated assets after the plant-based ready-meal company entered administration in late 2024. This acquisition, announced today, will see Allplants integrated into Mills’ existing business, Plants, which she co-owns with her husband Matthew.
“I can’t wait to see where Ella, Matthew, and the team take things”
Founded in 2016 by brothers Alex and Jonathan Petrides, Allplants made its mark in the UK with its plant-based, ready-to-eat meals. Despite early success, the company faced financial difficulties, ultimately leading to its administration in November 2024. During this period, Allplants had to make 65 employees redundant as it dealt with declining consumer demand and a series of sustained losses.
In a statement shared on LinkedIn, Jonathan Petrides reflected on the company’s journey from its beginnings to serving over 10 million meals. He expressed pride in Allplants’ mission to provide accessible, flavorful plant-based food but acknowledged the challenges faced in a competitive market. “I can’t wait to see where Ella, Matthew, and the team take things,” Petrides said, adding that Mills shared the company’s belief in “real, nourishing food for all.”
Ella’s vision for Allplants
Ella Mills, who built her business Deliciously Ella over the last 12 years, expressed excitement about the potential of the Allplants brand, which has gained significant consumer recognition in the UK. “We’ve long admired the Allplants brand, and the brand name has built remarkable consumer awareness across the UK,” she said in her announcement.
This acquisition follows the sale of Mills’ Deliciously Ella business to Swiss-based Hero Group in September 2024, a transaction that did not include Plants, which remains under the ownership and management of Ella and Matthew Mills.
Mills explained that her acquisition of Allplants was part of her broader vision to shift the plant-based sector towards healthier, less processed options. She criticized the dominance of ultra-processed meat alternatives in the market and stated, “The plant-based category should be synonymous with real, nourishing food […] we’re here to try and change that, and to reimagine the plant-based fixture with delicious, natural, quick wins for clever cooks.”
New direction for Allplants
Following the acquisition, Allplants will merge with Plants, Mills’ existing plant-based business, which will now be positioned as a “new, natural plant-based powerhouse.” However, there are no plans to continue selling Allplants’ current range of ready meals. Instead, Mills intends to focus on leveraging the brand’s large social media following and consumer recognition to build a new direction for the company.
The Grocer reports that the administration process for Allplants was handled by Interpath Advisory, whose director, Natasha Harbinson, noted that the Allplants brand had become synonymous with “ethically produced, healthy, plant-based nutrition.” She furthered, “We’re pleased to have concluded this transaction, which will enable it to continue under the direction of the experienced Plants team.”
