Fresh Produce
Plants by Ella Mills Unveils Rebrand
Plants by Ella Mills Rebrand: A New Look for Plant-Based Meals
Plants by Ella Mills Rebrand signals a fresh approach to plant-based meals. The brand unveils a new identity, emphasizing flavor and convenience over traditional plant-based clichés.
Bold New Identity with “Possibility of Plants”
The rebrand, developed by Sonder & Tell and Belief Machines, seeks to reposition Plants by Ella Mills in a crowded market. By focusing on its ingredients, convenience, and taste, the new identity connects with both new and existing customers.
The updated look showcases “playful” oversized ingredients and bold color blocking. This design aims to increase visibility and differentiation on supermarket shelves, especially at Ocado and Waitrose.
Flavor First Approach to Plant-Based Meals
Ella Mills, co-founder of Plants, explains that the “flavor first” strategy sets the brand apart. “The possibility of plants gives us a clear platform to tell our story,” she said. The rebranding highlights the brand’s commitment to offering delicious meals without compromising on plant-based values.
The new design also positions the brand as “effortless,” ideal for home cooks seeking quick and tasty meal options.
Strategic Acquisition and Future Growth
The rebrand comes after Ella and Matthew Mills acquired Allplants in February 2025. They aim to enhance the Plants brand with new recipes rather than launching products under the Allplants name.
This acquisition follows the purchase of Deliciously Ella by Hero Group, a Swiss consumer food giant, marking an exciting new stage of growth for the Mills’ plant-based ventures.
Standing Out in a Saturated Market
With the plant-based market in decline, the new creative platform helps differentiate Plants by Ella Mills from its competitors. By focusing on clear messaging and fresh visuals, the brand looks to drive growth in a tough market.
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