Pure Ella

Pure Ella refers to a brand and associated lifestyle centered around plant-based, whole foods recipes and wellness practices. Created by Ella Mills (née Woodward), also known as Deliciously Ella, Pure Ella encompasses cookbooks, a deli in London, packaged food products, and a mobile app. The brand promotes a diet free from refined sugars, gluten, and processed ingredients, emphasizing natural sweetness from fruits and dates and focusing on vegetable-centric dishes. While often associated with veganism, Pure Ella's philosophy leans towards a plant-based approach, highlighting the benefits of incorporating more fruits, vegetables, nuts, and seeds into one's diet for overall health and well-being. The brand has achieved significant popularity through social media, particularly Instagram, contributing to the mainstreaming of plant-based eating. Criticisms have included the accessibility of ingredients and the potential for orthorexia, an unhealthy obsession with healthy eating.