Waitrose is launching a new and exclusive range of natural plant-based yoghurts named ‘Plants by Deliciously Ella’ this month.
The launch reflects the growing market for plant-based items, as the retailer said 50% of UK households are now shopping for healthier and sustainable alternatives.
According to the FMCG brand, almost three million shoppers purchased Deliciously Ella food products in the past six months alone.
Waitrose will see five new product lines launch into stores in Autumn, followed by a “huge pipeline of innovation throughout every food category” in 2023.
“Plant based food has been growing in popularity for a number of years and this partnership with Deliciously Ella is a fantastic opportunity for us to be able to provide even more plant-based options for our customers, making a holistic lifestyle even easier,” Waitrose head of ambient trading Giles Fisher said.
Deliciously Ella founder Ella Mills added: “10 years ago, I started Deliciously Ella with the aim of making delicious plant-based food as accessible as possible. The plant-based landscape has changed beyond recognition since then, with around 50% of UK households now buying plant-based food products.
She added: “As we look towards the future, we’re excited to announce the launch of our new sister brand, Plants By Deliciously Ella, which is launching this October in exclusive partnership with Waitrose.
“The range will be rolling out over the coming months, and we’ll be showcasing the very best of plant-based food, and hopefully inspiring even more people to give plant-based a try.”
