Latest news with #DeliciouslyElla
Forbes
2 days ago
- Business
- Forbes
Deliciously Ella Expands Into The United States At Whole Foods Market
This year, Deliciously Ella has expanded to the United States, beginning with the launch of Oat Bars ... More that are now available nationwide at Whole Foods Market. Beginning as a personal blog in 2012, Deliciously Ella follows the journey of Ella Woodward as she began experimenting with plant-based cooking to help regain her health following a chronic illness diagnosis. 'I felt completely lost, both physically and mentally, and began exploring how diet and lifestyle might help regain my health,' says Woodward. At the time, there was very little content out there that made healthy eating feel inviting or achievable. Woodward claims it all felt restrictive or joyless, and she wanted to change that. Within two years, the site had over 120 million hits and a community built around it. In 2015, Woodward published her first cookbook, which became the fastest-selling debut cookbook ever in the United Kingdom, and then launched a plant-based app. 'We introduced our first products, starting with energy balls sold in Starbucks and Whole Foods Market in the UK shortly after that," she says. Since the first product launch in 2016, the brand now has more than 30 delicious, natural plant-based products, ranging from oat bars and cereals to chocolate-covered almonds. 'Our mission is simple: to help people eat real food again, with more plants, more of the time,' says Woodward. "We've built the business brick by brick. It's taken time, but it's allowed us to build something with real integrity. Our products are now category bestsellers, and we're proud to have built one of the UK's most trusted and recognized natural food brands. This year, Deliciously Ella has expanded to the United States, beginning with the launch of Oat Bars that are now available nationwide at Whole Foods. 'We wanted to wait until we could do it properly,' says Woodward. 'That meant building the right infrastructure, ensuring we could match the quality and consistency we're known for, and partnering with a retailer who truly shares our values. Whole Foods Market has long been that ideal partner. Launching our Oat Bars nationally with them has been a huge moment for the brand.' The bars are made with just a few ingredients that you can find in your kitchen cupboard. Deliciously Ella won't use emulsifiers, preservatives or anything ultra processed within the bars. 'I think that simplicity and honesty cut through, especially in a space where many labels are hard to decipher,' explains Woodward. The debut into the U.S. market has been huge for Deliciously Ella, but it's only the beginning. As with any launch, there was a period of trial and error, but Woodward wanted to make sure that the bars available in the U.S. were exactly the same as the ones available in the UK. 'We're incredibly proud that everything we make is free from additives, preservatives, flavourings, emulsifiers and anything ultra-processed,' says Woodward. 'That's a core part of who we are and something we'll never compromise on.' The debut into the U.S. market has been huge for the brand, but it's only the beginning. Deliciously Ella's next big focus is to expand the brand internationally, specifically within the U.S. The brand wants to open up with new retail partners and share the brand through events, collaborations and experiences. 'We're also publishing our eighth cookbook in early 2026 and just launched a new podcast, The Wellness Scoop, which had over one million downloads in the first two months and is quickly becoming a trusted space for evidence-based conversations on nutrition and health.'
Times
11-07-2025
- Entertainment
- Times
There's a matcha shortage. Blame me
It was the sort of minimalist coffee shop you imagine only exists in a painfully cool corner of Copenhagen, except here I was in south London, feeling totally out of my depth. Everything was black — the counter, the coffee machine, the straws, the staff uniforms. Inside a black glass-fronted case, a single caramel bun sat on a black marble coaster. The menu was similarly sparse: a handful of coffees and 'matcha'. I panicked and ordered the latter which, when it came, turned out to be a bright green iced drink (no black matcha available?) that tasted smooth, slightly bitter and savoury but with a creamy texture. • Read restaurant reviews and recipes from our food experts And that is how I became part of the problem, someone who drinks far more iced matcha than any normal 41-year-old woman should. Turns out that Gen Z are already onto this ancient Japanese green tea, which has trickled down from wellness influencers to everyday consumers, matcha offering a load of apparent health benefits but also, crucially, looking striking on social media. Instagram is awash with the stuff: #matcha has had nine million posts and counting. Hardly a day seems to go by without the Deliciously Ella founder Ella Mills posting a photograph of herself holding an iced matcha (that's the tea, mixed with milk and ice) and in a recent podcast episode she asked whether matcha was about to steal coffee's crown. The nutritionist influencer Emily English (@emthenutritionist, 1.8 million followers) has released a loungewear collection that includes a pair of pale green pyjamas she's called Matcha PJs. You can buy matcha in powdered form to make at home — Holland and Barrett has reported a 77 per cent increase in sales — and matcha lattes are on the menu everywhere from Starbucks to Caffè Nero and, of course, Gail's, where I just happened to pick up an iced matcha for a mere £4.60 the other day. Turns out I might have been lucky to do so. Worryingly for matcha fans everywhere, talk is brewing of a worldwide shortage and on social media things are turning ugly. • Gen Z's thirst for matcha is outstripping supply Simply: demand is outstripping supply. According to the research company Grand View, the UK market generated a revenue of £45.5 million in 2024 and is predicted to reach £72 million by 2030. Meanwhile, Japan's farmers are struggling to hire workers who can harvest and mill the tea fast enough. There are reports of tourists visiting Japanese shops and buying bags full of the country's high-grade ceremonial matcha (used for culturally important tea ceremonies and not usually mixed with milk or sweet syrups as we might in lattes — sacrilege). Some stores have imposed limits of one or two tins per customer. On TikTok (#matchatok) and Instagram people are landing themselves in hot water for perceived matcha overconsumption. One influencer who travelled back from her Japanese honeymoon with a suitcase full of tins was told by a follower, 'This is the greed they talk about in the Bible.' Matcha drinkers are policing one another over how many grams of the powdered tea it is acceptable to put in a single cup and criticising those who stockpile, given its limited shelf life. There are even video hacks showing how to open your tin without any of the precious powder accidentally escaping and floating through the air. Heaven forfend. • The tiny Japanese town struggling to supply the West's thirst for matcha Here's the thing: I can't even tell you why I like the stuff. Or if I actually do. I'm vaguely aware that it has health benefits — unlike regular green tea, the whole leaf is used, meaning it contains a higher level of antioxidants and nutrients that may help with heart health, brain function, gut health, lower cholesterol and stress (thanks to the amino acid L-theanine, in case you're interested). In truth, it's handy in the early afternoon when I've already had my coffee quota for the day but want another little caffeine boost. It depends on the person but, in general, matcha doesn't cause the jitters in the same way that too many cappuccinos might. It's also weirdly moreish and far more interesting than ordering a basic iced latte. Plus, did I mention that it looks great on the 'gram?
Wales Online
29-05-2025
- Lifestyle
- Wales Online
Ella Mills knew she would be deemed a ‘nepo baby' when creating Deliciously Ella
Ella Mills knew she would be deemed a 'nepo baby' when creating Deliciously Ella The businesswoman, known for her cookery books that promote a plant-based diet, is the great-granddaughter of Lord Alan John Sainsbury, of the Sainsbury's supermarket-owning family Ella Mills will reopen her Deliciously Ella cafe in the West End later this month (Image: UGC/Google ) Food writer Ella Mills has said she knew people would call her a "nepo baby" when she set about creating her recipe blog and brand Deliciously Ella. The businesswoman, known for her cookery books that promote a plant-based diet, is the great-granddaughter of Lord Alan John Sainsbury, of the Sainsbury's supermarket-owning family. She told Good Housekeeping UK: "I passionately wanted to do Deliciously Ella on my own. Of course, it didn't take journalists long to link the dots and I felt so bad in retrospect. "I knew people would say I was just a nepo baby, but you don't sell 100 million products because 40 years ago Sainsbury's went public. "At the same time, having that connection meant I had a subconscious wish to do something quite different, against the odds, as my great-grandfather had done." In the mid-2010s Mills was touted as a pioneer of the "clean eating" movement, despite telling a magazine in 2016 that "I would never use the word 'clean'." The concept, promoting minimally-processed foods, was controversial, with Nigella Lawson telling BBC Radio 4's Woman's Hour that "behind the notion of clean eating is an implication that any other form of eating is dirty or shameful". During this time, Mills received backlash for her gluten, meat and dairy-free recipes, as well as her personal wellness journey, which was associated with the clean eating movement. She told the magazine: "It (the backlash) was instigated more by the media than by social media. "I don't have it as bad as some people who've been trolled, but I'm aware that a fair share of people don't like me, for sure. "I accept that if you have a public platform and you share your opinion with the world, the world is quite right to have an opinion back. "If I can help people to eat more plants and have a more natural diet, then that's more important than anything a troll can say about me." Speaking further about the wellness industry, she said: "You have this bizarre, quite ironic dichotomy: as our collective health gets worse, the wellness industry gets bigger, noisier, more confusing and more niche. "If you go online, people are following these extreme morning routines, achieving so much by 9am. "My concern is that too many people think that their health is synonymous with expensive powder and wildly elaborate routines. "Everything I suggest is evidence-based. It's not about gimmicks or fads. I changed my diet (to plant-based) and it changed my life." In the summer of 2011, Mills was diagnosed with postural orthostatic tachycardia syndrome (POTS), which is when your heart rate increases very quickly after getting up from sitting or lying down, according to the NHS website. In her book, Deliciously Ella, published in 2015, she said that changing her diet meant "in less than two years I was off all the medication I should have been on for life". Article continues below Read the full interview in Good Housekeeping UK's July issue, on sale from June 29.
Daily Mail
29-05-2025
- Business
- Daily Mail
Deliciously Ella hits out at 'nepo baby' label and insists being great-granddaughter of Sainsbury's baron is nothing to do with her success
The star behind Deliciously Emma has hit out at being labelled a ' nepo baby ', insisting that being the great-granddaughter of a major Sainsbury's baron has nothing to do with her success. Food writer Ella Mills has said she knew people would describe her as a nepo baby when she set about creating her recipe blog and brand. The businesswoman, known for her cookery books that promote a plant-based diet, is the great-granddaughter of Lord Alan John Sainsbury, of the Sainsbury's supermarket-owning family. The mother-of-two told Good Housekeeping UK: 'I passionately wanted to do Deliciously Ella on my own. Of course, it didn't take journalists long to link the dots and I felt so bad in retrospect. 'I knew people would say I was just a nepo baby, but you don't sell 100 million products because 40 years ago Sainsbury's went public. 'At the same time, having that connection meant I had a subconscious wish to do something quite different, against the odds, as my great-grandfather had done.' In the mid-2010s Ms Mills was touted as a pioneer of the 'clean eating' movement, despite telling a magazine in 2016 that 'I would never use the word 'clean'.' The concept, promoting minimally-processed foods, was controversial, with Nigella Lawson telling BBC Radio 4's Woman's Hour that 'behind the notion of clean eating is an implication that any other form of eating is dirty or shameful'. During this time, Ms Mills received backlash for her gluten, meat and dairy-free recipes, as well as her personal wellness journey, which was associated with the clean eating movement. She told the magazine: 'It (the backlash) was instigated more by the media than by social media. 'I don't have it as bad as some people who've been trolled, but I'm aware that a fair share of people don't like me, for sure. 'I accept that if you have a public platform and you share your opinion with the world, the world is quite right to have an opinion back. 'If I can help people to eat more plants and have a more natural diet, then that's more important than anything a troll can say about me.' Speaking further about the wellness industry, she said: 'You have this bizarre, quite ironic dichotomy: as our collective health gets worse, the wellness industry gets bigger, noisier, more confusing and more niche. 'If you go online, people are following these extreme morning routines, achieving so much by 9am. 'My concern is that too many people think that their health is synonymous with expensive powder and wildly elaborate routines. 'Everything I suggest is evidence-based. It's not about gimmicks or fads. I changed my diet (to plant-based) and it changed my life.' In the summer of 2011, Ms Mills was diagnosed with postural orthostatic tachycardia syndrome (POTS), which is when your heart rate increases very quickly after getting up from sitting or lying down, according to the NHS website. It was after this diagnosis that Ms Mills began building her business empire. After launching her blog and publishing a book, she later began producing vegan health products, selling millions of cereal bars across UK supermarkets. In her book, Deliciously Ella, published in 2015, she said that changing her diet meant 'in less than two years I was off all the medication I should have been on for life'. Amid soaring success, Ms Mills announced last year that she had decided to sell her company, saying she had been 'overwhelmed with fame'. In September last year, she announced that she and her husband, Matthew Mills - with who she co-owns the company - were selling it. The pair sold their company to the Swiss group Hero, for what is believed to be figure around £70 million. Despite selling, Ella and her husband have maintained control over Plants, a separate part of their business with supplies fresh pasta, kombucha and soups to outlets such as Waitrose.
South Wales Guardian
29-05-2025
- Lifestyle
- South Wales Guardian
Ella Mills knew she would be deemed a ‘nepo baby' when creating Deliciously Ella
The businesswoman, known for her cookery books that promote a plant-based diet, is the great-granddaughter of Lord Alan John Sainsbury, of the Sainsbury's supermarket-owning family. She told Good Housekeeping UK: 'I passionately wanted to do Deliciously Ella on my own. Of course, it didn't take journalists long to link the dots and I felt so bad in retrospect. 'I knew people would say I was just a nepo baby, but you don't sell 100 million products because 40 years ago Sainsbury's went public. 'At the same time, having that connection meant I had a subconscious wish to do something quite different, against the odds, as my great-grandfather had done.' In the mid-2010s Mills was touted as a pioneer of the 'clean eating' movement, despite telling a magazine in 2016 that 'I would never use the word 'clean'.' The concept, promoting minimally-processed foods, was controversial, with Nigella Lawson telling BBC Radio 4's Woman's Hour that 'behind the notion of clean eating is an implication that any other form of eating is dirty or shameful'. During this time, Mills received backlash for her gluten, meat and dairy-free recipes, as well as her personal wellness journey, which was associated with the clean eating movement. She told the magazine: 'It (the backlash) was instigated more by the media than by social media. 'I don't have it as bad as some people who've been trolled, but I'm aware that a fair share of people don't like me, for sure. 'I accept that if you have a public platform and you share your opinion with the world, the world is quite right to have an opinion back. 'If I can help people to eat more plants and have a more natural diet, then that's more important than anything a troll can say about me.' Speaking further about the wellness industry, she said: 'You have this bizarre, quite ironic dichotomy: as our collective health gets worse, the wellness industry gets bigger, noisier, more confusing and more niche. 'If you go online, people are following these extreme morning routines, achieving so much by 9am. 'My concern is that too many people think that their health is synonymous with expensive powder and wildly elaborate routines. 'Everything I suggest is evidence-based. It's not about gimmicks or fads. I changed my diet (to plant-based) and it changed my life.' In the summer of 2011, Mills was diagnosed with postural orthostatic tachycardia syndrome (POTS), which is when your heart rate increases very quickly after getting up from sitting or lying down, according to the NHS website. In her book, Deliciously Ella, published in 2015, she said that changing her diet meant 'in less than two years I was off all the medication I should have been on for life'. Read the full interview in Good Housekeeping UK's July issue, on sale from June 29.
