Deliciously Ella unveils new ‘foodie’ brand revamp

Deliciously Ella has unveiled a new look across its range of products, website and recipe app.

Its CEO Matthew Mills told The Grocer the team had wanted a “more flexible approach” to its brand identity and to create a look that could be integrated across all touch points.

The new look includes an updated logo, as well as the introduction of food photography and “foodie colours” to packs.

With the business having started as a blog in 2012, Mills said: “In many ways, it feels more true to us than the illustrated route we had before.”

“It’s a bold approach,” he added, “but as the business has grown, we feel more confident now as a brand and I think that’s represented with the new packaging”.

Its range of snacks will also roll out in a new paper-based film pack, which can be recycled kerbside with general household recycling.

“It’s been a journey to get into fully recyclable packaging across our whole portfolio of products, but in 2021 we’ll do it and we’re really excited about that,” said Mills.

Products adorned with the new look will begin hitting stores next month.

It comes as the plant-based business had to temporarily pause EU shipping from its web shop amidst Brexit uncertainty.

Mills explained EU customers made up “a good chunk” of the brand’s web sales, and Deliciously Ella had set up a European company just before Christmas ahead of Brexit, but had to pause shipping as “we just couldn’t get couriers to go across the border”.

It has now reopened the webshop to several EU countries, including Holland, Germany and France, which Mills said made up “the bulk of our EU sales”. It hopes to launch into stores in Europe “in the not too distant future”.