Food and wellness blogger Ella Mills has made make her first foray into grocery with the launch of Deliciously Ella Energy Balls.
Available now from Whole Foods Market, the range will roll out to the snacking fixture in Waitrose on 29 August. It comprises three variants, each with an rsp of £1.79 and a maximum of six ingredients: Cacao & Almond, Hazelnut & Raisin and Cashew & Ginger. The packaging is fully compostable.
In line with Mills’ food philosophy, the NPD – designed to tap the consumer trend for healthy eating – is free from gluten, dairy and refined sugar and is vegan friendly. It is based on the most popular recipe from her blog, Deliciously Ella, and one of the most successful items on the menu at the London delicatessen she co-owns with her husband, Matthew.
“Healthy eating needn’t be about deprivation, but exciting, vibrant ingredients that make people feel good,” said Mills, who started her blog, Deliciously Ella, in 2011 to describe her lifestyle and dietary changes after being diagnosed with the rare illness postural orthostatic tachycardia syndrome.
“When I started my blog, it was very much a personal project to document how healthy eating had changed my life and helped me recover from my illness. I never imagined that it would become so successful.”
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