Plants, the plant-based brand associated with Ella Mills and Deliciously Ella, has undergone a rebrand led by Sonder & Tell and Belief Machines. The rebrand focuses on emphasizing real plant-based ingredients, abundance, ease, and taste, while honoring the previous branding. The primary goal is to broaden the brand's appeal and communicate a "flavour first" identity.

The updated packaging includes oversized images of ingredients and meals, coupled with bold color blocking to enhance visibility and differentiation on store shelves. A cohesive visual system ensures consistency and quick consumer recall. Belief Machines analyzed key supermarket trends and the evolving plant-based category to inform the new branding. The rebrand aims to celebrate the natural ingredients in the Plants product range and appeal to consumers who seek nutritious, time-saving meals.

Founded in 2022, Plants initially launched exclusively at Waitrose as a sister brand to Deliciously Ella. However, after Hero Group, a Swiss consumer food manufacturer, acquired Deliciously Ella last year, the two businesses became separate entities. Ella Mills and her husband, Matthew Mills, continued to manage Deliciously Ella post-acquisition.

Earlier this year, Ella Mills personally acquired the Allplants brand and its associated assets after the plant-based ready-meal company entered administration in late 2024. This acquisition will integrate Allplants into Plants, aligning with Mills’ vision to shift the plant-based sector towards healthier, less processed options.

According to Ella Mills, "The possibility of plants gives us a clear platform to tell our story. The plant-based category is busy, saturated, and in decline, so we need to clearly communicate Plants’ USP to stand out and bring customers back to the fixture."

Plants products featuring the updated branding are now available across the UK at Waitrose and Ocado. The product range includes veggie bites, veggie burgers, pasta sauces, pesto, high protein dried pasta, fresh filled pasta, and frozen meals.