- Deliciously Ella, reveal their new sister brand, Plants by Deliciously Ella
- Plants by Deliciously Ella will be launching exclusively across Waitrose stores this October
- Waitrose will see five lines launch into shops this Autumn followed by a huge pipeline of innovation in 2023
Plants by Deliciously Ella aims to inspire customers up and down the UK to discover and introduce more deliciously natural, plant-based food into their diets. The launch will see an all new-range of natural plant-based yoghurts, alongside delicious soups in Waitrose this autumn. This will be followed by a huge pipeline of innovation throughout every food category in 2023, shining a spotlight on just how delicious plant-based food can be.
This launch reflects the sizable growth of the plant-based market: ten years ago, five percent of the UK population bought plant-based food products, now fifty percent of households shop plant-based with almost 3 million shoppers buying Deliciously Ella food products in the past 6 months alone.
Giles Fisher, Head of Ambient Trading at Waitrose, said: “Plant based food has been growing in popularity for a number of years and this partnership with Deliciously Ella is a fantastic opportunity for us to be able to provide even more plant based options for our customers, making a holistic lifestyle even easier.
“We're so excited for our customers to get a taster of Plants by Deliciously Ella this Autumn, ahead of a full launch in the new year.”
Ella Mills, founder of Deliciously Ella, said: “Ten years ago, I started Deliciously Ella with the aim of making delicious plant-based food as accessible as possible. The plant-based landscape has changed beyond recognition since then, with around 50% of UK households now buying plant-based food products.
“As we look towards the future, we’re excited to announce the launch of our new sister brand, Plants By Deliciously Ella, which is launching this October in exclusive partnership with Waitrose. The range will be rolling out over the coming months and we’ll be showcasing the very best of plant-based food, and hopefully inspiring even more people to give plant-based a try.”
Matthew Mills, CEO of Deliciously Ella, said: “When I became CEO of Deliciously Ella 7 years ago, we wanted to try and do something that hadn’t been done before: to scale a better for you plant-based food company, across category, using natural ingredients. This partnership with Waitrose, using our new Plants by Deliciously Ella brand, is the greatest acceleration of that mission, and we’re so excited to see the products start hitting shelves over the coming months.”
Notes to Editors
Deliciously Ella recently celebrated 10 years since its inception, and the founders recently announced a projected revenue of over £20m for 2022. In 2021, Matthew and Ella Mills returned Deliciously Ella to a fully owned family business by buying out all external investors. Deliciously Ella continues to thrive, with their restaurant, Plants, in Mayfair; #1 holistic wellness app, Feel Better; a collection of best-selling recipe books, including most recent Sunday Times Best Seller How To Go Plant Based; hugely popular new podcast, Wellness Unpacked; and range of plant-based food products that are now stocked in over 7,000 stores across the UK.
Waitrose stocks a large range of Deliciously Ella products including granolas, mueslis, crackers, energy balls, nut butter cups and chocolate coated almonds.
