Podcast ¦ Uncensored CMO: From blog to brand how Ella Mills turned her personal brand into a global success with Deliciously Ella

Key Takeaways

1. Authenticity and purpose-driven branding are critical for building a loyal customer base that can scale effectively in a competitive environment.
2. Building a brand organically, before monetising, fosters credibility and can lead to substantial long-term success.
3. Personal stories and genuine engagement with the community underpin trust and authenticity—vital elements in consumer loyalty.
4. Scaling a media presence through owned channels (blogs, podcasts, books) allows direct communication with a captivated audience, reducing reliance on traditional marketing spend.
5. Strategic decision-making should prioritise product integrity and long-term brand values over short-term trend-chasing.
6. Success in retail channels requires an innovative approach with a focus on natural ingredients and consumer health preferences, despite initial scepticism from partners.
7. Embracing failure as part of the operational journey is crucial; many successful products and initiatives undergo multiple reformulations and setbacks.
8. Leadership with a clear vision and complementary skill sets—such as brand passion and business acumen—is essential for growth and sustainability.
9. Operational discipline, such as living within means and avoiding unnecessary marketing fluff, sustains financial health amid rapid expansion.
10. The importance of responding quickly to market opportunities—such as entering major retail and foodservice channels—can create a dominant market position.
11. Maintaining focus on core customer needs—taste, simplicity and transparency—drives product longevity and repeat purchase.
12. Nuance and balanced messaging are essential in health and nutrition sectors, where misinformation and hype can undermine consumer trust.

Key Statistics

• In 2022, Ella Mills’ brand sold over 100 million products.
• Her first cookbook was Amazon’s biggest-selling book of the year and remained number one for eight weeks.
• The first app launched with a budget of just $20 and achieved the number one position on the iTunes chart.
• By 2017, the company was in nearly 5,000 stores, with a significant increase in product placements such as Starbucks and Waitrose.
• The plant-based snack brand became the UK’s fastest-growing snack brand in its category.
• Approximately 14 million consumers in the UK are trying to move away from ultra-processed foods.
• The UK average shopper buys eight different habits, with high frequency of fad dieting—up to 126 diets in a lifetime.

Key Discussion Points

• The importance of authentic storytelling in brand development and long-term trust.
• The incremental approach to product innovation, based on consumer feedback and core values.
• Managing rapid growth while maintaining operational discipline and authenticity.
• The strategic significance of building a brand before expanding into business activities.
• The challenges faced in retail channels, including supply chain, reformulation and demonstrating product integrity.
• The value of daring to make big strategic decisions—such as closing sites or reformulating products—to ensure sustainable growth.
• Learning from failures, reformulating and overcoming operational setbacks.
• The role of leadership with complementary skill sets, especially when working closely with partners like family.
• How media ownership (books, podcasts, blogs) enhances direct engagement and reduces marketing dependency.
• Avoiding trend-chasing by focusing on core customer preferences and product taste.
• The importance of transparency and trust in health-conscious consumer segments.
• Recognising the changing landscape of consumer behaviour, particularly towards natural and less processed foods.

Podcast Description

This podcast features candid insights from entrepreneurs who have built successful brands within the health and wellness space. Through personal stories, they discuss the strategic decisions, operational challenges, failures and success stories involved in scaling a brand from inception to national prominence. Emphasising authenticity, innovation and consumer relevance, the podcast aims to inspire senior managers in industries such as financial services by highlighting lessons on brand purpose, sustainability, operational discipline and effective stakeholder engagement.