Happy New Year! ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Dear Deliciously Ella Community,
Happy New Year!
After a very busy and at times gruelling year, we took a long family holiday to our favourite place to visit, Thailand, over Christmas. It was a chance for some quality time with our girls, as well as an opportunity for Ella and me to recharge and reflect on what was truly a transformative year for Deliciously Ella – capped off with the major milestone of our new partnership with Hero. Having been the sole owners of DE for so long, partnering with Hero was a huge decision for us to make, and we had a lot of sleepless nights deliberating whether it was the right choice. Three months in, we can already see how our collaboration has opened up incredible new opportunities to share our plant-based mission with even more people around the world. We couldn't be more thrilled about what lies ahead. After acquiring our factory at the end of 2023, it had a complete transformation in 2024 with huge investment in new equipment and team members. It's now the beating heart of everything we create, enabling us to double down on making natural plant-based more delicious than ever. We launched a number of new products from it, including our Breakfast Bakes, Overnight Oats (my new go-to breakfast), Kids Bars, Chocolate Covered Fruits & Nuts, as well as internalising our Granola production, enabling us to completely transform the quality of the range. Spending time there each week and watching its transformation were unquestionably my favourite work moments of the year. | | Looking ahead to 2025, which is now my 10th year as CEO of Deliciously Ella, we are accelerating all of the big growth plans we have. In a world filled with ultra-processed foods and lifestyle-related health challenges, it's a privilege and thrill to see our products and recipes play an important role in your lives. Whether you've been with us since the very beginning or recently joined our Deliciously Ella community, you've helped us shape something that we know is more important than ever. Together, we're proving that plant-based can be easy, joyful, and delicious. Seeing our community grow, thrive, and inspire each other continues to be the greatest reward. Thank you for being part of our Deliciously Ella journey. Your support, kindness, and enthusiasm make all of this possible, and we're endlessly grateful. We're committed to continuing this journey with you at the centre of everything we do, and we always love hearing from you with ways we can serve our community better. Best wishes and thanks, Matt | | | | |
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