Deliciously Ella, the renowned plant-based food brand founded by Ella Mills, has unveiled its ‘Choose Ultra-Processed Free’ campaign aimed at encouraging consumers to reduce their intake of ultra-processed foods (UPFs) and embrace whole, natural ingredients.
Campaign Overview
The campaign features a prominent bus advertisement gracing 40 London buses, serving as a mobile reminder of the benefits of choosing less processed options. To further support this initiative, Deliciously Ella offers a complimentary guide titled ‘Your Free Guide to Less Processed, More Delicious.’ This resource provides an overview of UPFs, 18 easy-to-follow recipes, a weekly meal plan, and practical tips for making healthier food choices without extensive time in the kitchen.
Courtesy: Deliously Ella
Addressing the UK’s Dietary Challenges
Recent studies highlight a concerning trend in the UK’s dietary habits, with over half of the average diet comprising ultra-processed foods. This shift has raised health concerns, prompting initiatives like Deliciously Ella’s campaign to promote a return to simpler, whole-food options.
Expansion and Accessibility
Deliciously Ella’s commitment to making plant-based foods accessible is evident in its expansion across major UK supermarkets. In January 2024, the brand announced its products would be available in Asda and Co-op, completing its presence in all major UK supermarket chains. This move ensures that consumers nationwide can easily access healthier snack and meal alternatives.
Courtesy: Deliously Ella
Collaboration with Hero Group
In September 2024, Hero Group, a Swiss food company, acquired Deliciously Ella. This partnership aims to accelerate the brand’s growth, both domestically and internationally, bringing plant-based options to a broader audience. Ella and Matthew Mills, co-founders of Deliciously Ella, expressed enthusiasm about the collaboration, noting Hero’s global presence and commitment to natural, healthy foods align with their mission.
Looking Ahead
With the support of Hero Group, Deliciously Ella plans to expand its product range and distribution, including a forthcoming launch in Whole Foods stores across the United States. The brand remains dedicated to its core values of promoting health, sustainability, and the enjoyment of wholesome, plant-based foods.
Through initiatives like the ‘Choose Ultra-Processed Free’ campaign and strategic collaborations, Deliciously Ella continues to lead the charge toward a healthier, more informed approach to eating, inspiring consumers to make choices that benefit both their well-being and the environment.
What are our throughts about this campaign
We think Deliciously Ella’s ‘Choose Ultra-Processed Free’ campaign is a much-needed initiative, especially given the rising concerns over the health implications of ultra-processed foods. It’s not only timely but incredibly relevant to today’s health-conscious consumers who are looking for simple, accessible ways to eat better. The campaign does a great job of raising awareness, and the inclusion of a free guide with recipes and tips makes it even more practical and helpful for those who may not know where to start.
That being said, we think the term “ultra-processed food” (UPF) is still quite confusing for a lot of people. While the campaign does a great job of explaining what UPFs are, there’s a risk that it might make people feel as though they need to completely eliminate these foods from their diets. In reality, it’s about balance—people can still include UPF foods in their meals and enjoy them in moderation. The focus should be on making healthier, informed choices where possible, not making people feel guilty for the occasional processed snack or convenience food.
We also appreciate the brand’s approach to making healthier eating more convenient and appealing, without pushing an “all-or-nothing” mentality. The message is clear: it’s about making better choices, rather than completely cutting out processed foods. The guide offers a balance of education and inspiration, which is key to helping people build lasting habits.
What stands out to us, too, is Deliciously Ella’s effort to make plant-based options more accessible through partnerships with major supermarkets. This shows that they’re not just focused on a niche market, but on reaching a broader audience, which is critical to making a real impact on public health.
In a world where convenience often wins out over nutrition, we think this campaign has the potential to inspire many people to reconsider what’s on their plates and perhaps start making healthier choices for both themselves and the planet.
For more information
https://www.deliciouslyella.com/en-eu/blog/our-first-ever-bus-campaign
https://www.deliciouslyella.com/en-eu/freedownloadablerecipebooklet
