Deliciously Ella #4 Bland burgers and branding under CEO Matt, daily affirmations won’t change that

[ChilliBean]

Looks like they’ve been bought

 

[Clover123]

Ooh maybe that's why she's been quiet. CEO Matthew has run them into the ground so hard they've been bought out. Stellar job Matthew!

 

[PineappleQueen19]

“I will continue my role as our founder” is bizarre. Wasn’t she brand & marketing director? She would still be the founder even if she stepped away…. Has Matthew finally pushed her out?

 

[smirkingrevenge]

Looks like they’ve been bought

Not surprising given CEO Matthew is a startup bro essentially.

 

[Jc456]

They've sold part, not quite sure I understand what though. To me it sounds like they've sold DE and kept plants. Wouldn't you keep the business that has your name though?

 

[smirkingrevenge]

They've sold part, not quite sure I understand what though. To me it sounds like they've sold DE and kept plants. Wouldn't you keep the business that has your name though?View attachment 3171696 qView attachment 3171697 q

They sold part of it if they will stay on in their respective roles. But the comments under the posts are super negative.

 

[Mooms]

Did they not recently become completely ‘family owned’?

 

[miagia]

They will probably only stay in their DE roles for a year or so, and then they'll leave. It'll be part of the agreement to ensure a smooth transition.

 

[Becclo44]

Edited as I don’t really know anything about how business works or technicalities to comment haha

 

[miagia]

Did they not recently become completely ‘family owned’?

Yes, probably only to do this i.e. to have a 100% stake to sell later down the line.

 

[smirkingrevenge]

They will probably only stay in their DE roles for a year or so, and then they'll leave. It'll be part of the agreement to ensure a smooth transition.

They will keep Plants - which is far less work but can be more lucrative, move to the country side and be even more out of touch with reality.

 

[InTheDollsHouse]

Companies House shows the two of them on Deliciously Ella, but M&E Mills Manufacturing too - wonder if that’s the factory they just bought? Weren’t they also doing dog food?

M&E MILLS MANUFACTURING LTD overview - Find and update company information - GOV.UK

M&E MILLS MANUFACTURING LTD - Free company information from Companies House including registered office address, filing history, accounts, annual return, officers, charges, business activity

find-and-update.company-information.service.gov.uk

 

[bluefox9]

They will keep Plants - which is far less work but can be more lucrative, move to the country side and be even more out of touch with reality.

I think this is it. They both get what they want really… Matt gets his own business to play with that doesn’t awkwardly have his wife’s name in the title as a constant reminder he just swooped in/it’s not really his. And Ella gets to step back altogether and live the life she probably envisioned before Matt came on the scene, where she wafts around a country manor and just releases the odd book or glossy magazine interview.

 

[MrAllSeeingEye]

She’s getting so much negative feedback in the comments. And very justified I’d say! Feels like they are just selling out. This comment says it all about how the DE brand has been going, it’s spot on.

 

[smirkingrevenge]

She’s getting so much negative feedback in the comments. And very justified I’d say! Feels like they are just selling out. This comment says it all about how the DE brand has been going, it’s spot on.

They kept redoing the subscription model and changing the pricing… of course people are not happy.

 

[PineappleQueen19]

What a shitshow.

In summary:

 

[smirkingrevenge]

I mean her main talking point wad family owned and how much of a struggle it is when all along they were building something they can sell

 

[Nitfey]

Matt the CEO is really just thinking about profit, more money...but more money for what ? He needs more money for yet another failed business idea ? Every decision he took was completely disastrous...

 

[bluefox9]

I think the bit I’m still confused by is their marketing approach in the announcement like “this is SUCH exciting news!” whereby they’re expecting all Ella’s loyal followers of many years to be “proud” and happy she’s sold out Deliciously Ella to some random international company. Celebrating as if it’s a big win, which is fair enough if she feels that way privately but publicly you’d at least say “this was a difficult decision after so many years of building a personal brand that means so much to me, just want to thank all the loyal supporters and hope you continue to enjoy the products under new ownership” etc

 

[Tiger tat]

They’re tone deaf and not the brightest, though, so unsurprising that their messaging and branding is all over the place.