When Ella Woodward’s debut cookbook, Deliciously Ella, was released in the U.K. at the end of January, it sold more than 32,000 copies in its first week, the highest first week sales for a debut cookbook in the country since records began. Based on her blog of the same name, which has become a sensation in the U.K., the book eventually hit #1 across all genres, and Woodward was dubbed the “New Nigella” by the London Times, likening her to her food personality and bestselling compatriot, Nigella Lawson. Soon, the 23-year-old Londoner will make her U.S. debut when Scribner releases Deliciously Ella on March 3.
Published by Hodder imprint Yellow Kite in the U.K., the book has sold more than 74,000 copies thus far, and continues to top Amazon’s bestseller list. To prepare for the U.S. release, Scribner has 29,000 copies of the book in print.
Woodward began blogging in 2012, documenting her experiments with gluten-free, plant-based food, which she turned to after being diagnosed with Postural Tachycardia Syndrome, a rare illness which left Woodward, then 19, in chronic pain.
“Initially the blog was just a tool for myself and I didn’t show it to anyone at all for the first few months,” said Woodward. “It grew pretty slowly to start with but after a year of blogging just for myself I realized that I had a lot of readers all around the world and that there was a big demand for delicious, healthy recipes. So from the summer of 2013 I started blogging regularly and started doing social media and it was really at this point that it all took off.”
Deliciously Ella’s following and popularity has skyrocketed since Woodward began promoting the blog in earnest. In February 2015, Woodward’s blog had more than 5.5 million views. Woodward has amassed more than 40,000 Twitter followers; 315,000 Instagram followers; 85,000 Facebook fans; and 280,000 Pinterest followers.
“When I got Ella’s proposal in, every single woman in the office asked for a copy,” said Scribner senior editor Shannon Welch, who acquired the book in March 2014. “The audience for this book seemed abundantly clear—we all loved her instantly.”
In addition to launch week appearances at PowerHouse in Brooklyn and Barnes & Noble New York’s Tribeca neighborhood, Woodward will be appearing on the Today show on March 4.