Ellie's Bakery Caramel Sea Salt Cookies

Ellie's Bakery is a private label brand primarily associated with European retail networks, specifically found in discount retailers like Action. These Caramel Sea Salt cookies are a popular snack item within their confectionery range.

The brand focuses on offering bakery-style treats at an affordable price point. While the brand identity is designed to evoke a small-bakery feel, the products are manufactured on a large scale. Production typically takes place in the Netherlands, a country known for its high-quality industrial biscuit and cookie manufacturing.

The ultimate ownership lies with Action (3i Group plc as the lead investor), a Dutch discount store chain. This business model allows for direct distribution across several European markets, ensuring fresh supply and competitive pricing without the need for traditional third-party brand marketing.