Deliciously Ella consolidates deli brand under one name

The food blogger's delis will now trade under her name

Food blogger Ella Mills, also known as Deliciously Ella, is set to relaunch her central London delis under her own name.

The shops, formerly known as The MaE Deli will respectively become: Deliciously Ella at Weighhouse Street, Deliciously Ella at Seymour Place and Deliciously Ella The Kitchen Counter.

Mills, who also has her own brand of snacks in retailers like Waitrose and Starbucks, founded the delis with her husband Matthew Mills at the end of 2015, and as part of the rebrand the shops will now offer a concise plant-based menu in keeping with Mills' own approach to diet and lifestyle.

"The team has spent a long time perfecting this relaunch and we can’t wait for our customers to see the fresh new look and seasonal menu," said Mills of the relaunch.

The blogger's first book, Deliciously Ella, become the fastest selling debut cookery book of all time. She has since penned two others.

Upon launching her product line in Starbucks some fans on Instagram accused the blogger of being "unethical," because of the coffee-chain's apparent links to suppliers which use GMO ingredients.

At the time, the entrepreneur responded saying: "The reality is the majority of people want easy options and won't go seek things out.

"They want to eat well but if the option isn't there they won't do it, so we know that to make the change we want to we have to be widely available everywhere and in the most mainstream places, where the change is needed the most. Health food shops etc already have so many good options, now those options are needed in places where they don't exist."

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