Hero UK&I has created a leadership team positioned to “unlock future growth” following its acquisition of Deliciously Ella.
Deliciously Ella will join Hero Group’s UK&I brand portfolio on 1 January, bringing “a fantastic range of all-natural snacking and breakfast options” under its umbrella.
The move strengthened Hero’s position in the UK market as a house of brands “creating a snacking journey that follows consumers through every life stage”, the company said.
Deliciously Ella CEO Matthew Mills will lead the consolidated businesses as country manager for Hero UK&I.
Meanwhile, Rachel Keffen, who is currently head of finance for Hero UK&I, will step up to the role of finance director.
Georgina Pattison, who is currently Deliciously Ella MD, will take on the position of commercial director for Hero UK&I.
Hero UK&I marketing director Mandy Bobrowski and HR director Fran Newman will remain in post.
The business will retain two offices, in Bournemouth and London.
The new leadership team will ensure “a smooth transition and integration of the Deliciously Ella brand”, supporting both businesses’ next stage of growth in the UK market and beyond, said Hero.
“I am incredibly excited for Deliciously Ella and Hero UK&I to come together,” said Mills.
“We’ve spent a year getting to know each other, we have great synergies and shared values, and this partnership will allow us to reach even more customers with our growing lineup of delicious, healthier alternatives.”
As reported by The Grocer, Deliciously Ella agreed to a “transformational” takeover by Hero Group for an undisclosed price in September.
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