deliciously ella : Most liked Posts

Just did some aimless scrolling during I’m a Celeb to make this post as it’s pissed me right off that she’s tried to claim that being part of the Sainsbury’s dynasty hasn’t got her to where she is…

I started going off Ella in 2015/2016. She’s the same age as me and before that I had been so impressed with what she’d achieved.

Then she went on holiday to St Lucia (somewhere I’ve always dreamed of going) and stayed in the beautiful Jade Mountain



I remember googling the hotel and seeing that it was like $1,500 a NIGHT minimum! And I was like “holy fuck, how can three girls my age afford this?!”

Later that year she then posted about getting engaged here:


This photo was actually the second time she’d posted a photo of that pool, that year… (so 3 Caribbean holidays in one year)



Just as an aside: the photo where she got engaged was taken like 4 weeks after she’d just got a dog I can’t imagine getting a dog and then leaving it essentially straight away. Explains her attitude to her kids though.

But anyway, it lead me to Google the house. It’s called Hummingbird, and tonight’s googling has brought up that her Mum has actually sold it. They bought it for an easy £5million, and have sold it for £22million.

Some info on the houses Ella grew up owning:


However, this is the article I came across back then (it’s still a top search on Google if you look for Camilla Woodward Mustique House).


And for those who enjoy looking at luxury houses, this is the house they use to own: https://avenueproperty.com/property/hummingbird/

And honestly I felt so lied to… She had presented herself as this girl who started a foodblog and got lucky. But she isn’t. Her original blog included fish, and was on Blogger or something. She was recommended to change it to vegan because at the time, it was becoming the “in-vogue” thing.

The following is all from interviews I then read by Ella herself at around that time:

She first got picked up by Huffington Post because her friend wrote the bloody article. The whole thing about basing it around her illness and how it “cured her” was essentially a different way to sell a weight loss diet, but rather than saying that, instead, this diet “cures other things too, it’s just that amazing”.

She created her first phone app, funded by her family wealth, when she had like 20,000 followers, which is not usually enough to justify the expense of something like that.

She was able to employ Annie Clack (do any of you remember her?) and then employed someone else (I can’t remember her name though), before she’d even released her book. How? Family money.

Her original kitchen, in the flat she moved into after uni in central London and was in her name, was put in especially for the lighting, the island and the ascetic so it was perfect for filming. This was because the large kitchen in her Mum’s house where she filmed her first youtube (which was filmed by a friend who happened to also be a videographer, so had professional cameras etc) was too dark…

To repeat: she bought her flat in London, and put a brand new kitchen in it to film videos and take photos for a food blog because her Mum’s kitchen was too dark.

Her first book came about because her Mum’s friend, who happened to be a book publisher recommended that she did it and helped her put together a suggestion about what to put forward to publishers.

But no, obviously she has absolutely not had any help at all from her family or the fact that her Mum is the heiress to the Sainsburys fortune which is something like £100million.

That’s ignoring her wedding, which was also in Mustique. They hired several villas around the island for their 30-odd guests. These villa’s are in the $50,000’s per week to rent. And they hired multiple…

Her wealth and her upbringing are just absolutely unimaginable to everyday people. She isn’t one of us. She doesn’t have money problems. Her Mum has invested in all her business ventures and Ella knows that her Mum will buy her out of trouble.

The fact the public have just accepted her story at face value is just incredibly good PR. I think if Tattle had been a thing back in 2016/2017, she probably would have crumbled a lot more and there would have been a bigger backlash.

edit: my ability to paste the right links in the right place is clearly shit sorry!

I’m really sorry, but I am just about to get on my soap box and have a good old rant…

I hate “yOuR oNlY JealOus” arguments. The fact is, I’m privileged and I know it. I’m in my late 20’s yet own my own house. I have a job that pays well and I enjoy. I have disposable income that means I can go to restaurants as expensive as Ella’s and do other things with my friends. None of this is meant as a gloat or whatever, I just mean that I am perfectly happy with the life I have and don’t particularly want Ella’s.

And honestly this is why Ella frustrates me. My household income is higher than the average, and I don’t have any children. Yet eating the way Ella does would be so costly for me. All organic (she has spoken a lot about “the dirty dozen” in the past). No ultra-processed foods etc is incredibly expensive. I do buy organic fruit and veg because of the pesticides ruining the insect population but the only reason I can afford to do this is because I am privileged. I wouldn’t be able to do it if I had 3 children for example and I needed to pay for their nurseries, clothing etc. I wouldn’t be able to do it if I was earning 18k and having to support myself fully.

There is a major issue in our food supply chain that means that eating majority fruit and veg diets, especially organic, is out of reach for most people. The average household in the UK is 2.4 people and the average food spend is £97 per week, which includes eating out. A meal at Ella’s restaurant will set you back £70/£80 for two people. That’s nearly the average households entire weekly food spend on one meal.

Fruit and veg cost nearly 50% more per calorie than ultra processed foods. If you have a limited amount of money to dedicate to food, of course you will opt for buying a readymeal for £2 instead of spending your income on multiple ingredients to make a meal.

That is completely forgetting about people who are time poor, and people who do not have education on the pros and cons of eating processed foods. It’s also a complete disregard for the fact that companies like Coke, McDonalds, Dominos and other major food manufacturers spend billions manipulating food to make people crave it. The Van Tulleken Dr Brothers have done an absolutely fantastic podcast on this which actually discusses all of the barriers people face.

For Ella to preach about the environmental impacts of meat and processed foods etc, is in my opinion really fucking shitty. Simply because she does absolutely nothing to alter the obstacles that exist for most people. She has 2million followers on Instagram, she could easily be running campaigns to help improve public health diet. But all she wants to do is latch on to the latest popular thing to say so her audience boots her ego.

She doesn’t give a fuck about the environment. She’s made it perfectly clear her diet was completely based on health benefits. She doesn’t give a fuck about people otherwise she would acknowledge and try to help people who can’t access what she has…

All in all, slating Ella doesn’t mean you’re jealous of her. I slate Boris Johnson all the time and I’m not jealous of him

So. The audited accounts have now been filed at companies house and I’ve been picking it apart. Because they have been audited, we get to see the profit and loss and more details then we did before. The accounts are basically all of her companies added together.
Firstly, Ella lied about the Revenue. They made £22mil in total, not £24mil. The interesting thing is that their profits were only £1.4mil (meaning they spent £20mil on expenses). Ella and Matt paid themselves a measly salary of £12k each to avoid tax, and then shovelled out dividends of £700k.
The companies net worth is also a spectacularly low £750k, and they have net debts and loans of £3.4mil. There’s probably more to unpack, but revenue is never an indicator of how well a business has performed.

‘Matt was the best birthing partner, feeding me coconut water and peanut butter’. Pahaha this made me laugh so much. I’m sorry but omg, fuck off you pretentious twat

Tiger tat said:

This subtle shade is quite funny. ‘We don’t go to celebrity parties or anything like that’ followed immediately by a photo of them at some sort of event.

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"I made the choice really early on in my career not to be known for me" says the woman who literally named her company after herself.

The "more plants for more people, more of the time" is so cringe! And she's doing nothing to make plant-based food more accessible. Instead they're slapping enormous profit margins on chocolate-covered almonds and branding them "healthy"

For instance we never see her wandering the aisles of Aldi and showing how you could make an affordable vegan dinner with some canned beans and tomatoes, etc. Or a plant-based grocery haul for under £20. These are really simple things that might make plant-based food more normalised and accessible to average people. Instead she's too busy shilling her own merch and books desperate to prove herself.

There's a huge disconnect. She can't be the business owner bragging about £1 million worth of sales and then trying to pivot into the war on junk food and preaching about how plant based food needs to become more accessible, just buy my £5 almonds...

smirkingrevenge said:

The Sainsbury’s family sold their share in the business a long time ago and her mother or her are not directly involved. She has a trust fund and decent inheritance but no actual income or influence from/on the business itself

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Her Dad was once famously the only Labour MP with a butler. Her Mum bought her a 1.75million flat upon leaving university. They own multiple properties, including a large country estate and multiple properties in London.

They also got married in Mustique where, again, her family own property (to point out this is a private island and renting a property there is in the $50,000-100,000 range per week).

Futhermore the Sainsbury family do not run Sainsburys anymore, however, they do still own large amounts of shares in the company.

So yeah. She might not be about to walking through Sainsburys HQ and take over, but her message there is to try and make herself look like the girl next door. She isn’t. She’s massively privileged beyond anything we can imagine.

I’m new to this thread but thought I’d post because I’m so so glad I finally found somewhere to see what people really think, and that I’m not alone.

I‘ve been following Ella for a good 7 years now, when I first became Vegetarian. I found her recipes to be easy to follow etc, and visited the Deli a few times. However, slowly over the years, her brand has just changed for the worse. It’s become more corporate, thanks to Matt, and drifted away from the original message of making vegetables ‘cool’ and instead Ella has just slowly come across as all the more privileged, and never ever transparent about just how privileged she really is.

Firstly, I have always been supportive of her new ventures and products, visiting the delis or buying the new soups etc. But oh my god, some of the products on the supermarkets shelves are so overpriced for what they are. The new soups are just grim. Not a single grain of salt seems to have touched the recipe. They’re bland and just have no imagination or flavour. The new cooking sauces? I thought the brand was all about using fresh ingredients and making food from scratch to see exactly what goes in your food. And now they‘re selling their souls to the corporate machine to make manufactured garbage, selling it like it’s a quality, wholesome item.

Don’t get me started about ’Plants by DE’. It’s an absolute joke. I went there with a friend and we ended up paying £80 for cold and undercooked vegetables dressed up like some psyuedo-Michelin star bollocks, including £5 spent on the worst chips I have ever tried in my life. They also overcharged us on the bill which we asked them to take off. ‘Plants‘ is a far cry from the original deli, which was more wholesome, inviting and less elitist. It was also affordable, and the food wasn’t pretentious. The brand is clearly trying to push away the less middle-class and lower income households that could once afford the deli and replace with rich trust fund customers like Ella herself.

I always thought it was strange that her Instagram stories of May and Skye were muted, but it’s obvious that she’s trying to hide the live in Nanny. Ella needs to be transparent about her wealth, privalige, and how life is probably much easier for her as a rich, white, vegan who can afford luxuries in life such as a wrist dripping with Van Cleef, or a live in Nanny. There are people out there who can’t afford to be Vegan, or have a nanny, which Ella seems to constantly just be unaware of, in terms of what she puts out in the public eye.

I know this is a long post, but I’m just sick and tired of the hypocrisy and the direction of the brand. If you want good recipes, from a more humble perspective, as well as from someone who knows what they’re talking about as a dietician, try Pick Up Limes.

To be honest this is the bigger red flag for me:


A small child does not have the ability to understand what it means to have your face plastered on social media and in published books around the world. You don’t own your children. And this also isn’t how consent works “I’ll stop hitting her when she asks me too” … “I’ll stop touching her when she asks me too”. Absolutely gross way to look at it.

it should be “I give my children autonomy to own their own online presence and their own image. Therefore I won’t share anything about them until they are old enough to understand and to give consent”.

At this point they’re a marking tool to show she’s relatable.

She's full of shit.

Pretending she accidentally found fame through a blog when it was carefully (and expensively) orchestrated.

The disease she claims to have cured herself from by eating dates and cashews is totally unprovable according to a lecturer I know that works in the area.

She helped popularise lots of recipes that existed a long time before her and take the credit for them. Money attracts money and it's all about who you know.

I (against my will) went to one of her delis ages ago that's behind Selfridge's and the food was basic but very overpriced. Didn't have a cake as they were all uncovered and fly's were buzzing on top of them - the rude staff didn't care though.

She's married to Tessa Jowells investment banker son. I don't even think she cares much about the food, it's just a niche to use and make money.

Anyone else find her nauseating and irritating? I used to really like her up until the past few years. She acts holier than thou because she is vegan. She seems like the type of person who will be an anti-vaxxer. If it wasn't for the fact that her father was a Tory politician (Tim Sainsbury) and her grandfather the owner of Sainsbury's (Lord Sainsbury) she probably wouldn't have got so far. It definitely helps when you have connections. I mean, for god's sake, this is on her father's wikipedia page:

"in the Sunday Times Rich List 2008 his family fortune was estimated at £1.3 billion." https://en.wikipedia.org/wiki/Tim_Sainsbury

stardust21 said:

What happened to Livia’s?

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Livia moved to a bigger office she’d rented and had a brand new kitchen installed there with high end appliances, marble worktops etc and had a dozen new hires in quick succession aiming for expansion….. right before a pandemic appeared. I don’t know how the kitchen was financed, but with the snowball that followed I suspect it wasn’t in cash. Her brand had multiple new products recently launched in quick succession and was mainly focused on commuter lunch sales at places like Boots, so when the pandemic hit and everyone became a remote worker, overnight sales plummeted. She survived thanks to her father lending money to the business (why her father and not a bank is an interesting question to ponder) Sales hadn’t recovered so she then sold shares in Livia’s via crowdfunding (again its curious she didn’t get a bank loan) this was under the guise of expanding the business, without ever letting on what kind of trouble they were in, and avoiding reporting any financials or business updates to shareholders for the entirety of her time on the crowdfund platform… within 12 months the company had become insolvent and the investments made by thousands of her devoted Instagram following were gone in an instant. Records showed that the company was heavily in debt, and that any proceeds from the sale would prioritise her father as beneficiary because of his previous loan. Shareholders have never received a single penny back. She hasn’t ever apologised for leading followers along and taking money under false pretences, her departure was very much a victim mentality, lots of sadness for herself and convenient amnesia for everyone else, she claims that she made no profit from the sale but the recently purchased multimillion pound home with a full back to brick renovation/extension and a garden in London was secure and safe throughout, and she’s spent the past year as a stay at home mum without an income so I wouldn’t say she was left destitute and struggling afterwards.

To watch the whole thing unfold was a fantastic lesson in how to balance growth with security, and to make sure you build on solid foundations. Over leveraging lead to a collapse, she risked it all on expansion being her saviour out of the mess and it failed.

Matthew closed down as much of DE as he could do to get a lower valuation to then purchase the remaining parts of the company from the bank in order to own it outright, now he’s expanding quickly to plump up the value and (I suspect) to either gain higher dividends for both of them to put towards a pile in the midlands or to float the company publicly (or both!). The trouble is an expansion this quick without a solid foundation is a veeeeeery risky gamble, yes they don’t have the loans that Livia did but they’re still leveraged with a high staff turnover, there will be hundreds of thousands of pounds outstanding, total apathy from the workforce in maintaining a balance and all it takes is one supplier or one retailer to fold and suddenly he’ll find himself forever chasing his tail to catch up.

No sick pay at a company that began because the owner was (checks notes) … sick.

Thread title by Ella herself.

Recap of the last thread:

She works so so hard, popping into work when she wants to while the nannies look after the children. Unable to go a day without posting something like “we work every hour we can”, “it has to be early in this house” or something else about how non stop they work.


Deliciously Ella is now a family business; whatever that means when she's part of the Sainsbury multi billion dynasty family with her mum being Camilla Davan Sainsbury, her dad is former politician Shaun Woodward and her husband is an investment banker who's also a well connected son of a prominent politician (Tessa Jowell) and corporate lawer (David Mills) who was involved in scandals while working for Silvio Berlusconi.
Mills said the prospect of borrowing money from the bank to buy back full control of the brand had been 'daunting'

Both of Ella Woodward Mills parents were listed several times in Jeffrey Epstein's little black book of contacts. No comment has been made yet by them.
Shaun & Camilla Woodward is listed in Epstein's black book on page 58.
Epstein recorded 4 phone numbers and 1 address under this name.


Please add anything else I missed

oh does she really?....