Allplants is a UK plant-based frozen meal subscription brand founded in 2016, acquired from administration in 2025 by Ella Mills of Deliciously Ella.
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See all ads on AdLibrary →Allplants was co-founded in 2016 by brothers Jonathan and Alex Petrides in London. The brand delivered chef-prepared plant-based frozen ready meals on DTC subscription with a mission-led sustainability story. Despite strong early growth and significant VC funding, Allplants entered administration in late 2024 and was acquired in February 2025 by Ella Mills (Deliciously Ella founder), who plans a new brand direction.
During its growth phase, Allplants ran aggressive Meta paid social campaigns targeting millennials adopting plant-based diets for health and environmental reasons. Creative focused on chef quality and convenience — 'restaurant food in your freezer' — combined with sustainability mission messaging. Subscriber acquisition through paid channels drove rapid growth but also high CAC that contributed to the eventual financial difficulties. Historic Allplants ad creative can be explored at AdLibrary.
Facebook and Instagram were Allplants' primary acquisition channels, with video ads showcasing finished dishes alongside mission-driven content about food waste reduction and climate impact. Influencer partnerships with plant-based food creators extended organic reach. The subscription model enabled sophisticated retargeting and LTV-based bidding strategies during peak growth.
Copy balanced aspiration ('meals created by our chefs') with sustainability mission ('100% plant-based, delivered to your door'). Price anchoring against restaurant meals was a common conversion mechanic. Subscriber social proof ('Loved by 100,000 customers') addressed credibility objections. Post-administration, new creative under Ella Mills' ownership will likely shift to a more personality-led brand identity.
Allplants is a cautionary study in the limits of paid social-driven subscriber growth without unit economics discipline. The brand built genuine product-market fit and real consumer love — but CAC and fulfilment costs outpaced LTV at scale. For subscription food marketers, Allplants underlines that strong creative performance metrics are not a substitute for positive contribution margin per subscriber from day one.
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