Who owns Deliciously Ella?
Deliciously Ella is owned by Hero Group (Switzerland), which has owned the brand since 2024.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Hero Group — Annual Report 2025, Hero AG. Last checked .
Key facts
- Current owner
- Hero AG reported
- Owned since
- Owner HQ
- 🇨🇭 Switzerland, Lenzburg
- Origin
- 🇬🇧 United Kingdom, London
- Category
- Food › Snacks › Snack bars
- Trademark registrant
- Hero UK Foods Limited (USPTO)
- Last verified
- · 2 sources
About Deliciously Ella
Deliciously Ella makes plant-based snacks from minimally processed ingredients — oat bars, energy bars, granola and the Breakfast Bakes launched late in 2024 — and sells mostly in the United Kingdom. Hero acquired it in September 2024, The Grocer named it the fastest-growing snacking brand in 2025, and its co-founder Matthew Mills stayed on to run Hero's enlarged UK and Ireland business.
Trademark record for Deliciously Ella
The USPTO record for the Deliciously Ella mark lists Hero UK Foods Limited as the owner of record (serial number 79208858). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[2]
Ownership timeline of Deliciously Ella
- 2024 – present Hero Group [1] reported
Where Deliciously Ella sits in Hero Group
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Hero Group ownership tree →
See the full Hero Group brand portfolio (16) →
Other brands owned by Hero Group
Hero Group controls 16 brands on Brandtree, 16 of them in food.
Also in food
- Baby Gourmet
- Beech-Nut
- Corny (1984)
- Freche Freunde
- Goodies (2024)
- Hero (1910)
- Hero Baby (1985)
- Hero Solo
- Organix
- Queensberry (1988)
- Schwartau
- Semper
- Sunar
- The Gut Stuff
- Vitrac (1981)
Other brands in snack bars, and who owns them
Hero Group has more brands in snack bars on Brandtree than any other owner: 4 of 15.
| Brand | Owner | Owner based in |
|---|---|---|
| KIND | Mars | 🇺🇸 United States |
| Larabar | General Mills | 🇺🇸 United States |
| Rawbite | Bahlsen | 🇩🇪 Germany |
| Mizo Túró Rudi | Bonafarm | 🇭🇺 Hungary |
| Goûter | Faffa Food | 🇪🇹 Ethiopia |
| BEAR | Lotus Bakeries | 🇧🇪 Belgium |
| Clif Bar | Mondelēz | 🇺🇸 United States |
| Quaker Chewy | PepsiCo | 🇺🇸 United States |
About the owner: Hero Group
Hero Group is a privately held company headquartered in Lenzburg, Switzerland, founded in 1886. Brandtree records 16 brands under its control.
Hero is a privately held Swiss food company founded in 1886 in Lenzburg, where its headquarters still are. Arend Oetker acquired a majority shareholding in 1995 and a member of the Oetker family sits on its board. It reported net sales of CHF 1,187 million in 2025 across three categories: Better Snacking, Naturally Good Food, which holds the jams it has made for more than a century, and Others, which holds baby and toddler milk. The Hero 2035 strategy introduced in 2025 committed the group to snacking, and its purchases have followed it: Deliciously Ella in 2024, the Brazilian snack brand Pinati in 2025 and The Gut Stuff in 2026.
🇬🇧 Deliciously Ella and other British brands
Brandtree records a controlling owner for 543 brands that began in the United Kingdom. 282 of them (52%) are now controlled by a company headquartered in another country, Deliciously Ella among them.
Frequently asked questions
Who is the parent company of Deliciously Ella?
The parent company of Deliciously Ella is Hero Group, a privately held company headquartered in Switzerland.
Is Deliciously Ella British or Swiss?
Deliciously Ella originated in the United Kingdom, but it is owned today by Hero Group, which is headquartered in Switzerland. So Deliciously Ella is a British-origin brand under Swiss ownership.
Since when has Hero Group owned Deliciously Ella?
Hero Group has owned Deliciously Ella since 2024.
Is Deliciously Ella still owned by Hero Group?
Yes. As of 2 October 2026, Deliciously Ella is still owned by Hero Group. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Hero Group — Annual Report 2025 — Hero AG, Annual report; retrieved 27 September 2026.
- [2] USPTO: DELICIOUSLY ELLA, serial 79208858 — United States Patent and Trademark Office, Trademark registry; retrieved 2 October 2026.
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