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Deliciously Ella on the wellness backlash: 'I was scared to have an opinion'

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telegraph.co.uk

Deliciously Ella as a profitable brand beyond the Instagram account, with Matthew (whose background is in finance) as CEO providing strategic direction.

They now employ 18 staff at their office in Soho, though in 2018 they had to make the difficult decision to close two of their three delis (the Mayfair branch remains) after it became clear the scaleable part of the business lay in the products.

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