32. Ella’s Kitchen

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Founder: Paul Lindley
Website: www.ellaskitchen.co.uk

Paul developed his children's health food company with the help of its namesake – his daughter Ella – in early 2006. The business had its first boost that February, when it secured a revenue-sharing deal with advertising house Viacom, which resulted in the business' products being stocked in 338 Sainsbury's stores. Paul says the key to his success has been to keep the brand personal. “Our brand is very emotional. Everyone knows our brand values – we think kids are great, and that's what's driving our company,” he says.

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