About the business
Ella's Kitchen is a new brand of healthy organic foods for children. Founded in January 2006 by Paul Lindley the business produces foods that children find both fun and cool. The brands Paul has created are honestly packaged and emotionally communicated to their target audience. One of the key components to their success has been securing distribution through Sainsbury's, Holland and Barrett and Waitrose.
Ella's Kitchen stood out on a number of levels. The classic challenger brand was inspired and is run by 'Ella's Dad' Paul Lindley. The company has seized on the government's five a day programme to create healthy organic fruit and vegetable smoothies for children. Well researched with paediatricians and nutritionists, its slick and colourful pouches and packaging, appeals to parents and children alike. Lindley has shown ingenuity in securing national advertising through conglomerate Viacom on its Nickelodean channels for no upfront cash and has been afforded national shelf space in key multiples, namely Waitrose, Sainsburyâs and Holland & Barrett, as well as 500 independent health food stores. Growth has been rapid, having been set up in January this year and Lindley showed entrepreneurial zeal in leaving a well-paid job and remortgaging to pursue it. More than 350,000 fruit smoothie pouches had been sold by May this year from a standing start.