Deliciously Ella, a British vegan food brand, is leading a campaign against ultra-processed foods (UPFs) in the plant-based meat industry. The company's latest marketing drive, 'Choose Ultra-Processed Free', aims to encourage consumers to make healthier food choices by swapping UPFs for whole, natural foods. This campaign includes giving away UPF-free oat bars, launching a free e-book with recipes and tips, and promoting easy swaps and sustainable changes for a healthier diet.

The movement away from UPFs has impacted the plant-based meat sector, with sales declining in the UK. Brands like Deliciously Ella are focusing on whole foods like beans, tofu, and tempeh, while offering a range of ready-to-eat meals as an alternative to ultra-processed vegan options. The company's founders, Ella and Matthew Mills, are committed to reimagining the plant-based food industry with delicious and natural alternatives to ultra-processed meats, appealing to consumers who seek real, nourishing food over highly processed options.