Hero UK&I undergoes leadership change following the integration of Deliciously Ella. Swiss food group Hero Group has announced the departure of Matthew Mills, co-founder of the Deliciously Ella brand, who had maintained an operational role within the company following the acquisition completed in 2024. Mills, who founded Deliciously Ella with his wife, Ella Mills, had been appointed General Manager of the new Hero UK&I organization following the integration of the group's UK operations. His departure comes after the first phase of incorporating the healthy food brand into Hero's international structure.
Taking over the reins will be Georgina Pattison, former Commercial Director of the UK&I division, who has been promoted to the role of General Manager. Pattison is intimately familiar with the Deliciously Ella business, having led the brand's commercial operations as Managing Director prior to its acquisition by Hero. In the group's statement, Menno Oosterhoff, Chief Markets & Sales Officer at Hero, thanked Mills "for his commitment and leadership, including his work integrating Deliciously Ella into Hero UK&I," wishing him "all the best for the future."
Pattison's appointment aims to ensure continuity in the group's strategy in the UK, considered a key growth market. Hero emphasizes that its priorities remain unchanged: consolidating the brands in its portfolio, strengthening the internal organization, and improving commercial execution through new operating models.
According to Oosterhoff, the focus will be on "strengthening the foundation to continue developing strong brands, unifying and mobilizing the team around new ways of working, and improving execution with clarity and speed." The Deliciously Ella acquisition is part of Hero's expansion strategy in the better-for-you food and healthy snacks segment, a rapidly growing market internationally thanks to the growing consumer focus on natural foods and wellness.
Founded in 1886 in Lenzburg, Switzerland, Hero today operates in three main business areas: Better Snacking, Naturally Good Food, and baby products. The group controls a broad portfolio of international brands, including Hero, Corny, Beech-Nut, Organix, Deliciously Ella, and Freche Freunde. In 2025, the group posted revenues of 1,18 billion Swiss francs, confirming its position among the international players in the branded food sector.
