Deliciously Ella Announces Long-Awaited US Launch

Deliciously Ella, a UK-based plant-based brand, is bringing its vegan oat bars to Whole Foods Market in the US. The brand's best-selling oat bars in Peanut Butter and Apple Raisin flavor will be available at all 528 Whole Foods locations, while the Hazelnut, Pecan, & Maple flavor will launch at 377 select stores. This marks the culmination of an eight-year journey for founder Ella Mills to bring her brand to an American audience.

In addition to the oat bars, Deliciously Ella also announced the launch of a new kids' range called Deliciously Kids, offering fruit-and-oat flavored oat bars for children and young people. The brand, known for its plant-based snacks, has sold over 100 million bars and cereals since its inception in 2012. Despite recently selling the brand to Swiss food group Hero, Mills will remain as the founder and brand ambassador, while her husband/business partner Matthew will continue as chief executive.