Deliciously Ella responds to clean-eating backlash

‘Talk to me first then hate me’: Deliciously Ella responds to clean-eating backlash claiming she DOESN’T endorse the movement as she reveals plans to a launch frozen food line

  • Ella Mills, 27, has hit back at critics of her plant-based food range
  • Deliciously Ella, which first started as a healthy eating blog in 2011 , is expanding 
  • Since then she has written four recipe books, launched a product range and runs a deli with her husband in London

Ella Mills, better known as Deliciously Ella, has hit out at critics following the backlash of clean-eating.

The 26-year-old, who started her Deliciously Ella blog in 2011 after being struck down with a debilitating illness called postural tachycardia syndrome, claims that she doesn’t endorsed the movement.     

The clean eating movement, which first emerged in 2014, came under fire last year in a shocking expose documentary by Horizon.    

The investigation found that many devotees to the trend  develop ‘orthorexia’, an obsession with what they eat, which is often a precursor to bulimia and anorexia, illnesses suffered by 1.6 million young men and women in the UK every year. 

However, Ella says that clean eating is not something she ever tied associated herself with. 

‘If you read our books you don’t see clean eating on anything we’ve ever done’ she told Stella magazine.

‘Do you know what we do or who we are? Talk to me first then hate me. Rather than hate me then meet me.’

She added: ‘It’s frustrating when people say stuff that’s just not true.’ 

Previously lauded as the leader of the clean-eating fad, Ella has now revealed surprising new direction for her empire in the form of a frozen food line. 

Ella Mills, better known as Deliciously Ella, was lauded as the leader of clean-eating but has since distanced herself from the movement and hit out at critics saying she never endorsed it

The 26-year-old foodie, pictured with her husband Matt, first started her blog in 2011 after being struck down with a debilitating illness called postural tachycardia syndrome

She is hoping that her ‘innovative’ frozen food line will change the way people think about it. 

Ella, who is married to the late Baroness Tessa Jowell’s son Matt, embraced a fully vegan lifestyle, managing to beat her illness and launch her own successful business.

She built her empire on the principles of healthy eating using plant-based recipes, but distanced herself from the idea of clean-eating following criticism of people promoting the use of ‘food as medicine’ and ditching entire food groups.


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The daughter of Camilla Sainsbury, the heiress to the supermarket chain, even went as far as removing the phrase from her site last year. 

Her fourth book, Deliciously Ella With Friends, instead advocated meals based on ‘natural eating’ – without using processed foods.

Her fifth book The Plant Based Cookbook features the most popular, tried and tested recipes from her supper clubs, pop-ups and deli.

After releasing several cook books, an app and running a deli with her husband Ella is expanding her company into frozen food with plans to help people access natural food

After releasing several cook books, an app and running a deli with her husband Ella is expanding her company.  

Her first book was published in January 2015 and went on to become the fastest-selling debut cookbook ever.

But she faced a setback earlier this year when she was forced to close two of her three London delicatessens after racking up losses of £724,000.

Ella built her empire on the principles of healthy eating using plant-based recipes, but distanced herself from the idea of clean-eating following criticism of people promoting the use of ‘food as medicine’ and ditching entire food groups

Ella’s deli business is separate from a firm that channels her earnings from book sales and other goods and services.

The entrepreneur has faced a difficult year after her mother-in-law Baroness Tessa Jowell passed away in January after a seven-month battle with brain cancer.

Ella watched Tessa go through chemotherapy and described her as one of the ‘healthiest people I’ve ever met’ before being diagnosed with the incurable disease.

‘She had a green juice every morning and was so active – she could do headstands in yoga. It’s the ultimate example of how cancer does not discriminate.’ 

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