Ella Mills, founder of Deliciously Ella, has quietly revolutionized British food culture over the past decade. Despite not being typically associated with culinary activists like Jamie Oliver or Henry Dimbleby, Mills' influence on everyday eating habits is undeniable.
Mills' journey began in 2012 when she started blogging about plant-based diets as a way to manage her health issues. Her first cookbook, published in 2015, became the fastest-selling debut cookbook of all time, catapulting her to household name status. Since then, Deliciously Ella has grown into a multimillion-pound enterprise, with products ranging from snack bars to cookbooks.
Recently, Mills and her husband Matthew sold their company to Swiss food giant Hero for an undisclosed sum. This sale marks a significant milestone in Mills' career, transitioning from blogger to successful entrepreneur. The company's revenues reached £24 million in 2023, with 20 million oat bars sold annually and a Deliciously Ella product purchased every second.
Mills is now focusing on addressing national health issues through diet. She expresses concern over the high consumption of ultra-processed foods in the UK, particularly among children. "We need this massive overhaul," Mills states, advocating for more ambitious measures than current government proposals.
The sale to Hero is set to fuel international expansion, with plans to launch in Whole Foods stores across the United States in November 2024. Mills and her husband will remain involved in the company, with Matthew as CEO and Ella as founder and brand ambassador.
Despite her success, Mills has faced significant challenges, including criticism related to the "clean eating" movement and online trolling. She admits to a period where she felt "too scared to have an opinion" but has since regained her confidence and voice in the industry.
"It has been our whole life for nearly 12 and a half years, where it has to come first and foremost above everything apart from our children. The number of things that we've cancelled, things we've left early, been non-committal to, it's an insurmountable list."
Balancing business success with family life, Mills is raising her two daughters to appreciate healthy eating while avoiding being overly restrictive. She emphasizes the importance of teaching cooking skills and finding balance in food choices.
As Deliciously Ella continues to grow, Mills remains committed to her mission of helping people eat more plant-based foods. Her journey from blogger to influential entrepreneur demonstrates the power of persistence and the growing demand for healthier food options in the UK and beyond.