Deliciously Ella launches sister brand in Waitrose

Pioneering plant-based food and wellness brand, Deliciously Ella, today shares news of significant business growth, alongside the launch of a new brand, Plants by Deliciously Ella, which will roll out nationwide exclusively in Waitrose & Partners.

A single brand partnering with a retailer to execute their plant-based offering is a first for the UK and highlights the importance grocers now put on this generation-defining food theme. Ten years ago, 5% of the UK bought into the plant-based space, with the category now increasing to nearly 50% of UK households.

Founders Ella and Matthew Mills’ latest brand will launch ranges exclusively across Waitrose stores, featuring 75 products including soups, dairy-free ‘yogs’, nut butters, granola, dried pasta, pasta sauces, milk alternatives, plant-based burgers, tofu, fresh pasta, biscuits, table sauces and salad dressings.

In 2022, Deliciously Ella celebrated its tenth anniversary. Since its founding, the brand has evolved from a recipe website into one of the fastest-growing plant-based food brands in the UK. It is also home to Europe’s largest social media following of any plant-based food brand, with over 3.4m followers.

The core Deliciously Ella food and wellness brand also continues to grow, with their products now being bought in over 40 countries, including major new listings in Austria and the Netherlands, and US expansion in the pipeline for June 2023.

Charlotte Di Cello, Commercial Director at Waitrose, said: “Eating more plants is better for us and the planet and our customers are increasingly looking for ways to do this without compromising on quality or taste. Plant based searches on Waitrose.com have nearly doubled compared to last year.

“So we’re thrilled to be partnering with Plants by Deliciously Ella to bring an exclusive range of everything from fresh pasta to the ultimate granola. There is something for everyone and we can’t wait for customers to try them in the coming months.”

Deliciously Ella founder Ella Mills said: “It is a hugely exciting time for the Deliciously Ella brand and ‘Plants by Deliciously Ella’. Never before has the demand been so high for plant-based products and we’re proud to bring consumers an easy way to access nutritious and delicious plant-based food across the nation, in partnership with one of the UK’s most notable supermarkets.”