Deliciously Ella Expands Into The United States At Whole Foods Market

Forbes

4 days ago

This year, Deliciously Ella has expanded to the United States, beginning with the launch of Oat Bars ... More that are now available nationwide at Whole Foods Market.
Beginning as a personal blog in 2012, Deliciously Ella follows the journey of Ella Woodward as she began experimenting with plant-based cooking to help regain her health following a chronic illness diagnosis. 'I felt completely lost, both physically and mentally, and began exploring how diet and lifestyle might help regain my health,' says Woodward.
At the time, there was very little content out there that made healthy eating feel inviting or achievable. Woodward claims it all felt restrictive or joyless, and she wanted to change that. Within two years, the site had over 120 million hits and a community built around it. In 2015, Woodward published her first cookbook, which became the fastest-selling debut cookbook ever in the United Kingdom, and then launched a plant-based app. 'We introduced our first products, starting with energy balls sold in Starbucks and Whole Foods Market in the UK shortly after that," she says.
Since the first product launch in 2016, the brand now has more than 30 delicious, natural plant-based products, ranging from oat bars and cereals to chocolate-covered almonds. 'Our mission is simple: to help people eat real food again, with more plants, more of the time,' says Woodward. "We've built the business brick by brick. It's taken time, but it's allowed us to build something with real integrity. Our products are now category bestsellers, and we're proud to have built one of the UK's most trusted and recognized natural food brands.
This year, Deliciously Ella has expanded to the United States, beginning with the launch of Oat Bars that are now available nationwide at Whole Foods. 'We wanted to wait until we could do it properly,' says Woodward. 'That meant building the right infrastructure, ensuring we could match the quality and consistency we're known for, and partnering with a retailer who truly shares our values. Whole Foods Market has long been that ideal partner. Launching our Oat Bars nationally with them has been a huge moment for the brand.'
The bars are made with just a few ingredients that you can find in your kitchen cupboard. Deliciously Ella won't use emulsifiers, preservatives or anything ultra processed within the bars. 'I think that simplicity and honesty cut through, especially in a space where many labels are hard to decipher,' explains Woodward.
The debut into the U.S. market has been huge for Deliciously Ella, but it's only the beginning.
As with any launch, there was a period of trial and error, but Woodward wanted to make sure that the bars available in the U.S. were exactly the same as the ones available in the UK. 'We're incredibly proud that everything we make is free from additives, preservatives, flavourings, emulsifiers and anything ultra-processed,' says Woodward. 'That's a core part of who we are and something we'll never compromise on.'
The debut into the U.S. market has been huge for the brand, but it's only the beginning. Deliciously Ella's next big focus is to expand the brand internationally, specifically within the U.S. The brand wants to open up with new retail partners and share the brand through events, collaborations and experiences. 'We're also publishing our eighth cookbook in early 2026 and just launched a new podcast, The Wellness Scoop, which had over one million downloads in the first two months and is quickly becoming a trusted space for evidence-based conversations on nutrition and health.'