Deliciously Ella turned a personal health blog into a multi-million-pound plant-based food brand, proving that authentic audience connection can become a durable commercial platform.
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See all ads on AdLibrary →Deliciously Ella began as Ella Mills's personal wellness blog in 2012 after she changed her diet to manage a chronic illness. By 2015 she had partnered with husband Matthew Mills to build a food business, launching retail products in 2016. The brand was acquired by Swiss food group Hero Group in September 2024 at a reported £35m valuation. Also searched as Deliciously.
Deliciously Ella's paid strategy is content-led: ads are rooted in recipe inspiration, often repurposing high-performing organic posts. Ella's personal credibility — her health transformation story is well-known — reduces the brand's need for heavy promotional messaging. Product launches are always tied back to the founder's philosophy. Browse Deliciously Ella's active creatives in the Deliciously Ella ad library.
Instagram remains the brand's strongest channel, matching the aspirational food-photography style Ella's blog popularised. Facebook retargeting supports e-commerce conversion for bundles and app subscriptions. TikTok has become increasingly important for the younger health-conscious segment, with short recipe and lifestyle videos showing strong organic reach before paid amplification.
Copy is warm, personal and plant-positive without being exclusionary: 'Made for everyone, not just vegans' is a consistent subtext. Seasonal campaigns (Veganuary, back-to-school snack occasions) drive retail-aligned paid spend. The app subscription arm uses benefit-led copy around meal-planning convenience. Imagery consistently features whole ingredients alongside the finished product.
Deliciously Ella demonstrates the power of audience-first brand building: Ella built a deeply engaged following before launching a single product, meaning early retail listings had built-in demand. For marketers the lesson is to invest in content and community as a precursor to paid conversion — it lowers CAC and creates a flywheel that generic CPG brands cannot easily replicate.
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