Deliciously Ella #3 Deliciously delusional and munchable Matt

[Aardvark]

I've had a few marketing roles - 'executive' job in marketing often denote a junior role. A 'marketing exec' isn't an 'executive' in the way you're thinking of!

Was just going to say this, confusingly it’s the opposite way round to a lot of careers where exec means bottom of the pile.

She’s obviously got backing from Waitrose for all these products but the peak of nut butters was several years ago when brands like Pip and Nut were innovating (and still are). She’s going to struggle to get into more retailers. And I wonder what they are going to charge?

 

[queenamber]

This is going to sound ruthless but they should start fining famous parents for sharing their children on public IG accounts. I've seen so many TikToks recently of people who work in child protection explaining how perfectly innocent images end up in the wrong hands and places. Turns your stomach.

 

[cee-bee]

Yep yep. I can’t believe how much this woman has gone downhill, and it’s almost certainly because she was weak willed and pandered to her husband.

she must have been one of the OG wellness influencers. She was everywhere at one point. She was a huge inspiration to me when I was trying out veganism.

all this processed stuff w crappy ingredients just seems like such a divergence from what she was originally about.

if only she’d decided to stay standing on her own feet. Instead she married a weak leach of a man, and has become totally irrelevant.

the sad thing is, it wasn’t even about love. She hasn’t sold out for love. Because he saw the cash signs when he met her. Because he saw her as an easy sedgeway to building a business brand for himself.

 

[Clover123]

Golf!!!! Dear god as if she hasn't already made her life seem bad enough?! Honestly if this is what she posts I dread to think how dull things really are, the things that don't make the cut. Her life seems absolutely dreadful!

 

[Jas119]

I looked up the jumper she’s wearing today, it’s £400. I know she says she only buys things she can use for a minimum five years, but that’s still a ridiculous cost, it makes cashmere look like Primark pricing!

Yeah I really don’t buy that kind of justification for buying something designer. There’s no way she would ever be honest and say I buy designer because that’s what I grew up wearing and that’s all I know! Or I like to buy designer and I can afford to, so why not.
We all know that even New Look or ASOS can often last 5 years if you look after the item, so what she’s saying makes no sense.
I personally love a designer item and I fully admit to it, but with the few designer items I own, I know they are extravagances that I could have got for much cheaper and same quality without the brand names and I would never pretend it’s anything different to that. This is just another side of her deception and her followers need to wake up to her BS.

 

[Clover123]

“a few years ago I was getting very nervous and anxious”

Funny how she was always nervous/anxious/unhappy/unhealthy/tired etc etc THEN but never NOW. And the ‘then’ keeps shifting. And the ‘magic’ (lol) solution is always ‘my app/my guided meditation session/my yoga classes/an expert featured on my podcast’. Positively uncanny.

It’s just rinse & repeat ad naseum. She is a fucking fraud.

This is what I mean when I say I have no idea why anyone still follows her for her lifestyle, she is constantly chopping and changing the narrative. She will post about how amazing her life has been since she started using her app to meditate. Then 2 days later she's been stressed and upset for weeks but now she is much better because she has exercised for the first time in months and now feels amazing. Then the same thing happens in a few days time "I've been so anxious and eating badly but now I've been eating my de snacks I feel completely centred" etc etc etc. How do her followers not stop and think wait, what? Are any of these actual fixes or is Ella just consistently unhappy and finding a temporary high by making a mild life change? It's all bollocks!

 

[Nitfey]

Why is she posting everything now on her work IG ? Getting tired of #ad for her own (never requested) products ?
---

Ella: use our app and listen to our podcasts, you will feel grounded and healthy with our snacks and all. Also ella: I'm so tired, old symptoms creeping in, I need to convince myself everyday I'm happy, buy my peanut butter! So tired cannot even do yoga regularly...eat my granola !!

 

[rottendaisies123]

Wouldn’t want to be a guest at her house if I had to read this after my visit lol

Wouldn’t want to be a guest at her house if I had to read this after my visit lol

 

[Meg78]

Can confirm…

Sadly it was the other jumper I meant, the floral one when sat with the kids….. so that’s £800 in 2 sweaters in the same day!

 

[queenamber]

I wonder if maybe she’s been contacted by the Advertising Standards Authority (ASA) about not declaring DE-related posts on her personal account as “ad - own brand” and has thus moved back to just using the DE account so she doesn’t have to declare ads? Looking at this article (https://amp.theguardian.com/media/2...dia-influencers-warned-over-ad-rules-breaches) it seems they do crack down on influencers sometimes.

I also saw this post on her story earlier - can’t believe she is still spouting the “whirlwind romance” story with Matt as though it’s something to be proud of!

WHO is asking if she's married when Matthew is in her bloody profile picture on HER COMPANY page! That story is wild. So many red flags I don't know where to start.

Edit to add: Imagine moving in with someone who you haven't said "I love you" to yet

 

[ToxicPony]

I’m currently reading Ultra-Processed People by Dr Chris Van Tulleken. It’s such a fascinating read. He also did a podcast with his brother on ultra-processed foods (UPF). By definition, according to his book and research, Plants food is ultra-processed, because it contains at the very least plant concentrates, and dried potatoes and things.


I wonder, if the conversation around UPF, grows in momentum, if she will regret handing over her brand and business to someone who didn’t hold her values.

I also wonder if this is why it’s called “Plants” and hasn’t just been launched under Deliciously Ella. When they launched their deli with meat they called it MAE (Matt obviously had to come first in the name ), and I wonder if this is the same thing… to avoid a backlash with the DE brand about how much of a movement away from the original brand it is.

For anyone interested, this is the podcast he did with his brother:

Dr Chris has a point about the prevalence of UPFs, but I read the article his wife wrote about his new food 'journey' and frankly he sounds like a tedious knob who has gaslighted his family into complying with his orthorexia.

 

[Meg78]

This is so painfully obvious that she sent herself a question, every fibre of my being is cringing

 

[smirkingrevenge]

Ella, darling, we all know you read this thread, despite how amazing, successful, loaded, busy and fulfilled your life is.

For the love of everything that is holy. If you want a maximalist, more is more house, EMPLOY AND INTERIOR DESIGNER that specialises in this. You and CEO Matthew don’t know it all, don’t always know better, you are not experts in everything.

Take a page out of Richard Branson’s book. He had ideas and he knew he is not an expert in the field. He hired experts and worked with people who knew what they were doing. And despite this everyone associates the Virgin Group with him.

 

[Maccat123]

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Of course she had to post this awful smug dig at ultra processed foods with no consideration for the people who it will impact. News flash Ella: Most people in a cost of living crisis can't afford your £7.50 pasta and rely on this "ultra processed food" to feed themselves or their children.

Also the vague dig at Hadley Freeman who (rightfully) criticised her for promoting disordered "clean" eating.

She pisses me off!

This was the article for anyone curious: https://www.theguardian.com/us-news/2017/jan/14/difference-bullshitting-lying-donald-trump

All the ultra processed stuff in the news winds me up so much. I agree it’s not as good for you but some of us can’t afford anything more! I’m long term sick at the moment and I don’t have the money or energy to make the things that I used to. They (and others) always smugly talk about UPF without thinking why are people having to eat this kind of food? Plus like a couple of you have already said her own line is ultra processed?!

 

[User41137788]

Lives walking distance but still gets an Uber to and from the office every day

 

[bluefox9]

I don’t think anyone here is questioning whether POTS etc is real. Specifically regarding Ella - unfortunately if you keep re-writing history to such a degree as Ella keeps doing then it’s only logical that people start doubting everything else you have claimed. Especially if it is baked into to the origin story of your incredibly lucrative brand. And you have a history of chasing fad after fad and then pretending you were never on the bandwagon let alone leading the charge. There is a huge risk in monetising your medical diagnoses the way she has. Live by the sword etc.

My sympathies with anyone who has any of the same conditions as she has claimed to have because it is annoying as fuck to have people think ‘oh that billionaires daughter had the same and became well by eating endless variations of sweet potato brownies and sticky garlicky miso mushrooms’. Cool thanks Ella!!

Personally I believe Ella truly did have POTS - and yes it is a very real illness, which causes sufferers debilitating symptoms.

HOWEVER, where my gripe comes in is I think she’s almost made POTS look like it isn’t a serious illness by claiming it can be cured within a year or so by being vegan and doing yoga. In addition to this, as others have noted she keeps changing her back story about POTS.

I remember seeing in an interview with Ella once (which now seems to have been removed from the internet ) that her doctors believe she developed POTS after a suspected Epstein Barr (glandular fever) infection at the age of 20. As someone who went through an extremely similar situation, if this is the true back story (which I think is statistically likely) it’s highly probable that Ella’s condition simply improved naturally with time, as she was young and it was caused by a virus. POTS cases which are caused by viruses tend to have better recovery rates, as do POTS cases in young people - nothing to do with being vegan.

While I’m pleased for Ella that her POTS symptoms improved, personally I think DE was initially just a rich girl hobby that gave her a sense of control (orthorexia) with all the “clean eating”, which ultimately led to business opportunity, which Matt has now taken over due to not having a career/business of his own

 

[smirkingrevenge]

Ha, I didn't know that muchable Matt was with Harry's ex just before deliciously Ella. The connections with this couple are never ending

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PS when is the Epstein stuff being made public? I wonder who will be in it, and who has the links to get their stuff never made public

Her body language in this picture….

 

[PineappleQueen19]

It won’t have occurred to Ella that there is not a lot of joy to be found in the outdoors if you don’t have a warm jacket, nice merino base layers and good boots. And where is the incentive to get out if you face the prospect of returning to a cold home and an empty fridge & cupboards.

All the de-stress stuff is really grinding my gears. A lot of people are desperately unable to make basic ends meet, the UK has the highest electricity prices in the world right now - a stupid de-stress programme is not going to help if you and/or your children are cold and hungry. But Ella has never been about The Poors so why acknowledge them now I guess

Also the “no keep the stress” is such patronising marketing bullshit. Straight out of one of matthews dumb books.

 

[smirkingrevenge]

Does she not understand how unprofessional this looks to post staff emails about a “record week” on the DE business page?!

Imagine if another food company, for example Walkers or McVities, posted things like this on their Instagram stories

This is her desperate attempt to counter what is said on here and on glassdoor about their office environment and work culture

 

[Nitfey]

How much garlic oil does she put on her avo toast? Gross.

It must be creamy garlicky. Always.