As consumers make more health-conscious snack choices, they are increasingly leaning on minimally processed options with better quality ingredients, and the market is expanding in turn.
Future Market Insights says the global better-for-you snack market is poised to grow to $40.9 billion by 2025 and reach $54.4 billion by 2035.
Deliciously Ella is a UK-based manufacturer of minimally processed snack products. The company offers a range of natural food products, most notably its oat bars, and it recently launched nationwide at Whole Foods Market to make plant-based snacks more accessible in the lucrative U.S. market.
In this exclusive interview, Matthew Mills, CEO of Deliciously Ella, discusses the company's mission to help people enjoy healthier snacks, the equipment that makes it possible, and how tariffs stand to impact operations.
Food Manufacturing: What equipment is vital to Deliciously Ella's manufacturing operations?
Matthew Mills: Everything we make at Deliciously Ella is minimally processed. We pride ourselves on keeping things as close to how someone might cook at home; we therefore keep the ingredients, equipment, and processes as simple as possible. One key piece of equipment is our big ovens, which allow us to achieve the perfect even bake on our bars, giving them their distinctive soft texture.
FM: From concept to development, how long does it take the company to bring new products to market?
MM: As we are now manufacturers ourselves—Deliciously Ella acquired its own factory in 2024—we can be extremely quick to market, taking something from idea to supermarket shelf in a matter of months.
FM: Are the company's snacks well-positioned as a better-for-you snack option?
MM: Born from a mission to help people enjoy nourishing, natural nutrients without compromising on flavor, Deliciously Ella's Oat Bars are a better-for-you snack option. With the U.S. consuming more ultra-processed foods than any other industrialized country, and over 57% of the average American's daily diet coming from ultra-processed foods, our snacks are a welcome addition to the U.S. market.
Made from 100% whole foods and free from ultra-processed ingredients—including preservatives, emulsifiers, artificial colors, and flavors—our brand is redefining what it means to eat well on the go. With simple, recognizable ingredients like oats, nuts, and fruits, each bar elevates snack time with honest nutrition and transparent packaging.
FM: Will the products be at all impacted by new tariffs?
MM: Our products are manufactured in the UK, so yes, we have been impacted by the tariffs applied to UK imports.
FM: How is Deliciously Ella working to mitigate tariff impact?
MM: Fortunately, this is a scenario we had already considered prior to our launch into the U.S. market, and we were therefore somewhat prepared to manage the impact of the tariffs. At the moment, our priority is to try to honor our product's current price point. We believe that better-for-you choices should remain accessible to as wide an audience as possible.
