The Deliciously Ella brand has launched a new sister brand, Plants by Deliciously Ella, in collaboration with British supermarket chain Waitrose. The debut collection from the brand includes a range of natural plant-based yoghurts and soups, launching this October.
The move comes after research carried out by the supermarket has shown that 50% of households are now shopping for healthier, plant-based options, with almost 3 million shoppers buying Deliciously Ella food products in the past six months.
Ella Mills, founder of the Deliciously Ella brand, commented on the launch: "Ten years ago, I started Deliciously Ella to make delicious plant-based food as accessible as possible. The plant-based landscape has changed beyond recognition since then, with around 50% of UK households now buying plant-based food products. As we look towards the future, we're excited to announce the launch of our new sister brand, Plants By Deliciously Ella, which is launching this October in exclusive partnership with Waitrose."
"Plant based food has been growing in popularity for a number of years and this partnership with Deliciously Ella is a fantastic opportunity for us to be able to provide even more plant-based options for our customers, making a holistic lifestyle even easier," added Waitrose head of ambient trading, Giles Fisher.
The new collaboration will see five new product lines launch into stores this Autumn, followed by a more comprehensive pipeline of innovation in the plant-based category throughout 2023.