Aisle Spy

Deliciously Ella targets convenience with new breakfast and ready meal ranges

Continuing its plant-based philosophy, the new products are vegan friendly and free from dairy and gluten.

12 September 2018
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Deliciously Ella are attacking both ends of the eating day with the release of a vegan friendly breakfast pot range and frozen ready meals.

The new products aim to target the free-from market and consumers looking for convenience.

The brand entered the grocery market two years ago with energy balls and also released a range of cereals last year, but wanted to move into the dinner space too.

Convenient cereals

The new on-the-go break pots consist of two recipes – fruit and nut muesli and Bircher muesli – which are both dairy-free and gluten-free and will be available in Sainsbury’s, Ocado and Whole Foods Market.

The fruit and nut muesli is a new recipe and is filled with gluten-free jumbo oats, raisins, sweet apricots, almond pieces, pumpkin seeds and chia seeds. The ready-to-eat Bircher muesli, which is an existing recipe, has sweet pieces of chewy apple, raspberries and sunflower seeds, and goes soft and creamy within seconds of milk being added.

The launch of the pots follows the success of its breakfast range released in 2017, which brought incremental shoppers to free-from cereals, according to the company.

“More shoppers are looking for free-from and vegan friendly options that are convenient and that taste delicious, and we are on a continued mission to bring this to the category,” said founder Ella Mills.

“There are very few breakfast options available to consumers in the food-to-go format that are both gluten-free and dairy-free, so we’ve decided to make our range available in a more convenient pack.”

New look

Meanwhile, the five ready meals – launching into Ocado and Whole Foods in late September – are frozen after cooking and packed in recyclable paper and plastic. Each serves two people, and the frozen format was chosen to help reduce food waste and extend shelf life, said Mills.

Under development for about 18 months, the ready meal offering includes cauliflower and lentil dahl, made with red lentils, spinach, carrots and apricots that are slowly simmered in coconut milk with curry powder, smoked paprika and mustard seeds. All the meals come with a serving suggestion on the side of the pack and this one recommends incorporating spiced new potatoes and coconut yoghurt into the meal.

Then there is the sweet potato and black bean shepherd’s pie that includes tomato, mushrooms, and a sweet potato and polenta mash topping (also available on the brand’s recipe app) and a five-bean chilli with black beans, kidney beans, black-eyed beans, cannellini beans and borlotti beans.

Rounding out the range is a yellow Thai curry that is made by simmering wild mushrooms, red and yellow peppers, spinach and butternut squash with coriander, lemongrass and creamy coconut milk; and the spiced spinach and potato cakes that include ingredients like coriander, turmeric and lime.

It wasn’t just the food that Deliciously Ella was focused on with its development, as a new logo and packaging design is also being released with the products to bring excitement to the free-from shelf and to position the brand for long-term growth.

Matthew Mills, CEO of Deliciously Ella, added: “Our priority is to drive brand awareness in the free-from category and our current packaging was getting lost on shelf. This new identity brings a bolder brand presence to the fixture, and also speaks to our values of natural, simple, delicious ingredients.”

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