**Ella Mills Opens Up About “Nepo Baby” Label and Her Path to Wellness Brand Success**
Food writer and entrepreneur Ella Mills, celebrated for her Deliciously Ella brand, has candidly discussed the challenges and perceptions she faced while building her successful business, including the inevitable scrutiny of her famous family connections.
Mills, a prominent advocate for plant-based eating and author of several best-selling cookbooks, is also the great-granddaughter of Lord Alan John Sainsbury – the high-profile Sainsbury family whose name is synonymous with one of the UK’s leading supermarket chains. The influence of her lineage has long been the subject of public conversation, a matter Mills acknowledges was always likely to become part of her narrative.
Speaking with *Good Housekeeping UK*, Mills reflected on the obstacles that came with launching Deliciously Ella, her food-focused blog turned brand. “I always wanted to create Deliciously Ella under my own steam,” she explained. “Journalists soon enough made the connection to my background, and in hindsight, I can see how that shaped people’s perceptions.” Mills anticipated that people would call her a “nepo baby” – a term frequently aimed at the children and relatives of influential families who pursue public careers. “I was aware of the assumptions people might make, but ultimately, selling 100 million products can’t just be down to something that happened in my family forty years ago,” she insisted.
Interestingly, Mills revealed that the legacy of her great-grandfather spurred her to take risks and carve out her own path, even if it meant going against expectations. “Having that heritage does create an internal drive to do something different and challenge the status quo, just as he did,” she remarked.
When Deliciously Ella first entered the public eye during the mid-2010s, Mills quickly became associated with the “clean eating” phenomenon. Despite claims from media outlets that she championed the trend, she clarified early on that she never actually used the term herself. The movement, which centres around incorporating more minimally processed foods, has sparked controversy and debate. High-profile critics, including Nigella Lawson, have argued that promoting “clean” eating can unintentionally shame those who do not follow such a regime.
During this period, Mills found herself facing criticism — not just for her recipes, which often excluded gluten, meat, and dairy — but also for her perceived association with divisive wellness trends. Reflecting on this backlash, she told *Good Housekeeping*: “Much of the negative reaction was driven by the media rather than users online. I’m aware there are people who don’t like what I do, but I accept that it comes with the territory of being a public figure.”
She added, “If having a visible platform means I can inspire more people to eat plants and live healthier lives, that matters more to me than the negativity.” Mills’ approach to online criticism is pragmatic, accepting that public discourse naturally brings a broad spectrum of opinions.
The explosive growth of the wellness industry is another issue Mills identified as a source of confusion for consumers. “It’s quite odd, really – as public health declines, the wellness market only becomes noisier and more complicated,” she commented. Mills believes that too much emphasis is placed on expensive products and elaborate routines, which can alienate or confuse those seeking practical health advice.
Insisting that her guidance is always grounded in research, she remains committed to advocating straightforward and accessible changes. “Everything I recommend is based on evidence – I’m against fads and unnecessary expense,” she said, pointing to her own journey as proof: a radical dietary overhaul helped her manage postural orthostatic tachycardia syndrome (POTS), a condition she was diagnosed with in 2011.
Mills’ story, detailed in her 2015 book, highlights how she was able to reduce her dependence on medication within two years through dietary change. It is this personal transformation, she said, that continues to motivate her outreach, whether in books or the returning Deliciously Ella café in London’s West End.
The full interview with Ella Mills can be read in the July issue of *Good Housekeeping UK*, on sale from the end of June.