Good morning, and Merry Christmas!
It's Ella, Matthew and the DE Team here. As we come to the end of the year, we want to take a moment to say thank you. Your support means everything to us, and this year has truly been one for the books at Deliciously Ella.
After 12 years of growing this brand and 8 years since launching our first products, we've celebrated some major milestones—none of which would have been possible without you. One of the biggest was agreeing to an acquisition with the Hero Group, allowing us to dream even bigger, expand internationally, and bring Deliciously Ella to new markets around the world.
Another incredible milestone was selling our 100 millionth product! Reflecting on that journey—from our very first product to now—feels surreal. What started as a seed of an idea, a dream to scale a fully natural brand, has grown into something beyond what we ever imagined. It's all been made possible by your love for the brand and trust in our mission.
To enable that mission, much of this year has been spent investing in innovation and getting our factory up and running after purchasing it at the end of 2023. Just a year ago, the site was a struggling business that was close to closing down, but today it's thriving, with another step-change in investment planned over the next year. We've welcomed brilliant new team members and developed some of our best-tasting products yet: nut butter-filled Breakfast Bakes, Deliciously Kids Oaty Bars, Instant Overnight Oats, and our best-ever Granolas, now made in-house.
We also made our US retail debut, with Deliciously Ella now available in Whole Foods stores across America! Back in January, our latest cookbook, Healthy Made Simple, became our seventh consecutive Sunday Times Bestseller. Hearing how the speed and simplicity of the recipes have made healthy midweek meals easier, and meeting so many of you on the book tour, was a true highlight of the year. Your stories and feedback inspire us more than we can say.
As we look to 2025, we're more energised than ever. With a thriving factory, exciting new products in the works, and international growth ahead, we're committed to leading the way in natural, plant-based living and making healthy eating simpler and more accessible for everyone.
Thank you for being part of this journey with us. None of it would be possible without you, and we're so grateful to have you by our side.
Very best wishes,
Ella, Matthew and The DE Team
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