Deliciously Ella

What a year it’s been! ✨ As 2024 comes to a close, we’re taking a moment to reflect on the incredible milestones that made this year so special for our Deliciously Ella team and community: 🌱 Healthy Made Simple – Ella’s newest book – launched in January with an incredible UK book tour and pop-up shop. Meeting so many of our community in person was an absolute highlight! 🏭 Our factory was buzzing with activity this year, bringing exciting new creations to shelf: Chocolate Dipped Fruits & Nuts, Lemon & Poppy Seed Oat Bars, Roasted Peanut Protein Balls, Overnight Oats, Breakfast Bakes, Blackberry & Pecan Deluxe Granola – and that’s just the beginning! Stay tuned for even more delicious launches in 2025. 🥇 We were honoured with some incredible awards this year: - A Great Taste Award for our Salted Chocolate Dipped Almonds - Gold and Silver wins at the Free From Awards for our Orange & Cacao Oat Bars and Sweet Potato Cracker Thins 🥗 Teaming up with The Salad Project was a joy, bringing our signature Deliciously Ella salads to even more Londoners (and creating their first-ever kids bowl!). Seeing our collaboration on buses across London was a real pinch-me moment too! 🎉 We hit a HUGE milestone: over 100 million food products sold! A heartfelt thank you to everyone who’s supported us on this journey since 2016. 🇬🇧 We loved connecting with so many of you in store, offices, and exercise studios, as well as an incredible week-long sampling at Whole Foods Market in London. Plus, double-fronted window displays that showcased the Deliciously Ella deliciousness! 🌟 We launched a kids brand, Deliciously Kids – our brand-new range of 100% natural kids snacks, simple recipes, and wellness tools designed to make healthy living fun and easy for the whole family. 🇺🇸 Hello, America! Launching our bestselling oat bars in Whole Foods Market Foods stores across the US was nothing short of a dream come true. 🍽️ In our test kitchen, we developed 100+ brand-new recipes for the Deliciously Ella members community, all focused on quick, easy and delicious meals that fit into busy lives! 🚀 In September, we partnered with the amazing team at Hero Group, setting the stage to supercharge our growth and spread plant-based goodness even further. Here’s to 2025 – more plant-based goodness, exciting launches, and growing this incredible community together. Thank you for being part of the Deliciously Ella journey 💚

Breakfast, made simple - and made with you in mind. Just over a year ago, we took a big step and bought our very own factory - a decision that was equal parts exciting and nerve-wracking. Why did we do it? Because we wanted to innovate in ways that truly serve our community. During our DE Labs focus groups, many of you told us how tricky it can be to find quick, natural options for busy mornings. In fact, 73% said this was their biggest barrier to eating more natural food. We listened, and that feedback inspired the creation of two new breakfast ranges that make mornings easier, without compromising on goodness: ✨ Instant Overnight Oats: For oat lovers who need speed. No prep the night before - just add milk, stir, and enjoy a creamy, delicious breakfast in just 2 minutes. ✨ Nut Butter Filled Breakfast Bakes: Soft, oat-based bakes with a creamy nut butter centre - perfect for breakfast or a satisfying on-the-go snack. As always, no shortcuts, no compromises - just simple, wholesome ingredients, free from flavourings, stabilisers, or preservatives. These products launched last month, and the feedback so far has been amazing! You can find them in Waitrose & Partners, Ocado Retail, Whole Foods Market, and Tesco. Have you tried them yet? We’d love to hear what you think!

🇺🇸 We’ve officially landed in shops across the USA! 🎉 After 8 years, 4 attempts, and countless dreams, we’re thrilled to share that Deliciously Ella Oat Bars are now available nationwide in Whole Foods Market! Launching in the US has been a dream of ours since 2016, when we sold our very first product. Matt studied in the US, I wrote my first book in LA, and we’ve always felt such a strong connection to our American community. But every time we tried to bring our products across the pond, life had other plans. From Matt’s mum’s cancer diagnosis in 2017, to finding out we were expecting our daughter Skye in 2018, to Covid derailing plans in 2020 — this moment has been a long time coming! Now, 4th time lucky, we’re finally here. As of this week, you’ll find our 100% natural, best-selling oat bars in Whole Foods shops across the country. Thank you for supporting us through every step of this journey. We hope you love what we’ve created.

We loved teaming up with Psycle for a special pop-up at their Clapham studio! ✨ There’s nothing better than sharing delicious snacks with a community that’s as passionate about wellness as we are. We had such a great time chatting with Psycle riders and hearing their post-workout favourites while introducing them to our Roasted Peanut Protein Ball—the perfect post-workout pick-me-up. Earlier this year, after many requests for a high-protein snack, we launched our Protein Ball. It’s a nutty, fudgy twist on our first-ever product, the Cacao & Almond Energy Ball, and it’s quickly become a favourite with both our community and team! You can now grab our 100% natural snacks in every Psycle studio, including our Protein and Energy Balls, Oat Bars, and Nut Butter Bites—ideal for that post-workout boost or busy days on the go.

We’re excited to share that our best-selling Apple & Raisin Oat Bar has officially launched in 900+ Co-op stores across the UK! 💫 Looking for a naturally delicious, plant-based snack to fuel your day? Visit the healthy snacking aisle in Co-op’s meal deal and grab yours!

We're thrilled to spotlight Electric Coffee Co this month as our featured stockist! Located on Goldhawk Road, Shepherd’s Bush, they now offer our full range of Deliciously Ella oat bars—ideal with a cup of their speciality coffee. If you're in the area, don’t miss out on this delicious combination for an on-the-go boost! Big thanks to Epicurium Ltd for supplying them—and for offering 20% off Deliciously Ella products all October long! 📍 Electric Coffee Co, Goldhawk Road, Shepherd’s Bush (Adnan Anwar & oksana peace)

Big news for little ones! We’re so excited to introduce Deliciously Kids—our new line of 100% natural, plant-based snacks, recipes, and wellness tools for kids! Since 2012, we’ve been on a mission to make 100% natural, plant-based food both accessible and truly delicious. Over the years, we’ve received lots of requests from our community for healthy, convenient snacks that their kids will actually enjoy—and that they can feel great about giving them. Today, kids' nutrition is more important than ever. In the UK, over 60% of their energy intake comes from ultra-processed foods, and only 10% are hitting their “5 a day.” We’re here to help change that. Our first launch in the Deliciously Kids range is Oaty Bars in two flavours: Raspberry Burst and Vanilla Apple Twist. Created in partnership with Paediatric Dietitian, Paula Hallam, these bars are made from 100% wholegrain oats and real fruit. No artificial additives, no ultra-processed ingredients. We’re proud to launch these healthy snacks at Tesco, Ocado Retail, Whole Foods Market, Zapp and deliciouslyella.com. But we’re not stopping at snacks! With Deliciously Kids, we’re committed to supporting families with delicious, family-friendly recipes, expert tips, and wellness resources that help build lifelong healthy habits. This has been a huge team effort, and we couldn’t be prouder to finally introduce you to Deliciously Kids!

Our founder, Ella Mills, and the team headed down to Ocado HQ last week to celebrate the launch of their fantastic initiative with BUY WOMEN BUILT. Ocado now have an aisle dedicated to over 1,000 products from female-founded brands and we are SO proud to be one of them, along with 130 female founders! Thank you to an incredible team that made it all happen, especially Hannah Gibson, Sahar Hashemi OBE, Amisha Mody and Charmaine Trotman.

We’re thrilled to announce that Deliciously Ella has been acquired by Hero Group. This transformational partnership will enable us to supercharge our growth. We’ve sold over 100m products since launch, but we want to sell billions more. As a long-term focussed, values led company, we know that Hero are the perfect partner to help us do that. Both Ella and Matthew will maintain their roles at DE, with Matthew staying as CEO and Ella continuing her role as founder. As part of this acquisition, the Plants brand will become an independent business that will still be owned by Ella and Matthew for the long-term, and led by Kerry Atack. Seven team members are moving with the brand to fulfil all of the enormous potential that Plants has.  We’re so excited for this next chapter!

We’re thrilled to share that our Roasted Peanut Protein Ball has arrived at Waitrose & Partners, Ocado Retail, Whole Foods Market and Zapp! Fudgy and nutty, our peanut protein ball takes us back to where it all started with our original energy ball range from 2016. After hearing that our community wanted more protein options, we’ve crafted a delicious, on-the-go snack in our own kitchen. As with everything we develop at DE, we kept it simple and natural. Each ball is: 🌱 Made with just 5 simple ingredients 🌱 100% natural and plant-based 🌱 High in fibre and plant protein 🌱 Free from preservatives, emulsifiers and artificial additives We hope you love this new snack as much as we do — it's already a favourite here at DE HQ! 💚