About the Brand
About
Ella's Flats is a woman-owned, family-operated company started by Ellen Macks in 2017, dedicated to creating healthy, delicious seed crackers. The company began in Ella's kitchen, driven by her frustration with grocery store products full of sugars and artificial ingredients. Ella's Flats now offers nine flavors available online and in thousands of stores across the U.S. These seed crackers are nutritious, delicious, and serve as a perfect alternative to bread, ideal for topping, dipping, or snacking on their own.
Founding Story
Ella’s Flats began in Ellen Macks’ kitchen, long after her three children had grown up and left home. A lifelong health enthusiast, Ellen was always experimenting with clean, whole-food recipes. One day, inspired by her passion for nutrition and simple ingredients, she created a crisp, flavorful seed cracker—wholesome, satisfying, and unlike anything on the market. Friends and family couldn’t get enough. What began as a personal recipe quickly grew into something bigger: a vision to bring real, nourishing food to others who cared about health without compromise.
With no prior experience in the food industry but armed with a deep belief in her product, Ellen launched Ella’s Flats. She took on local markets, health food stores, and eventually built the brand into a nationally distributed product found in thousands of stores across the U.S. Along the way, she stayed true to her mission: every cracker is made from simple seeds and spices—no sugar, no fillers, no shortcuts.
Starting a company later in life, as a proud grandmother, she became a model of entrepreneurial spirit—proving that it’s never too late to pursue your purpose. Now working daily with her daughters, Ellen has created a true family business. Her story continues to inspire others who seek to turn their personal passions into something meaningful, healthy, and enduring.
Signature Products
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Team & Experts
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Ellen Macks is the founder of Ella’s Flats, a woman-owned company crafting clean, all-seed crackers that are as nutritious as they are delicious. A lifelong health enthusiast, Ellen launched the brand after her three children were grown—proving it’s never too late to turn passion into purpose. Now a proud grandmother, Ellen was inspired by her commitment to healthy eating and a homemade seed cracker recipe that quickly became a household favorite. With a background in business, she transformed that simple snack into a nationally distributed product. Today, Ella’s Flats are sold in thousands of stores across the U.S., fueling people with real food that fits into keto, paleo, low-carb, and Whole30 lifestyles.
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Madeleine Macks is the Chief Operating Officer of Ella’s Flats, where she leads business operations, strategy, and growth for the family-owned brand known for its clean, all-seed crackers. Prior to joining Ella’s Flats, Madeleine was a Principal at Boston Consulting Group (BCG), where she advised Fortune 500 companies and high-growth startups across the consumer and retail sectors. Her work spanned brand strategy, innovation, supply chain optimization, and go-to-market planning. She also has a background in real estate and international development—areas she advised on during her time at BCG. Madeleine graduated with honors from The Wharton School of the University of Pennsylvania, where she earned her MBA with a concentration in Strategic Management. She is passionate about building mission-driven businesses that put real food and wellness first.
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Martine Lund Nielsen is the Chief Marketing Officer of Ella’s Flats, where she leads all brand, digital, and go-to-market efforts for the clean, all-seed cracker company. Martine brings deep expertise in marketing, digital strategy, e-commerce, and direct-to-consumer (DTC) growth, with a career spanning a variety of globally recognized brands. Originally from Norway, Martine has a personal connection to the product—Ella’s Flats are a nod to traditional Norwegian all-seed crackers, a staple she grew up enjoying. This cultural resonance fuels her passion for the brand and its mission to offer nutritious, clean-label snacks to health-conscious consumers. At Ella’s Flats, she is driving the company’s next chapter of growth, focused on expanding reach and deepening customer engagement nationwide.
Press Coverage
CITY LIFESTYLE
Mar 27, 2026
The Original Tennessee Pineapple
A HEALTHY SLICE OF LIFE
Feb 20, 2026
Currently (February 2026)
BON APPÉTIT
Feb 17, 2026
The Healthy Snacks BA Editors Are Obsessed With This Winter
Pad-thai-spiced popcorn, protein energy bites, and crunchy seaweed snacks.
VACATIONER
Jan 21, 2026
This Year’s Trends in Airport Dining and Travel Snacking
Travelers continue to influence how and what they eat on the go, with trends in both airport dining and travel snacking dramatically shifting this year.
VACATIONER
Jan 21, 2026
This Year’s Trends in Airport Dining and Travel Snacking
Travelers continue to influence how and what they eat on the go, with trends in both airport dining and travel snacking dramatically shifting this year.
HEAD TOPICS
Jan 12, 2026
Build a Wellness-Focused Pantry With These Editor-Approved Essentials
From protein bars and meal delivery to greens powders and blenders, here are the snacks, drinks, supplements, and kitchen tools that'll make 2026 your healthiest year yet.
BON APPÉTIT
Jan 12, 2026
Focusing on Wellness? Stock Your Kitchen With These Snacks, Drinks, and Supplements
These snacks, drinks, supplements, and kitchen appliances will help you reach your wellness goals all year long.
BON APPETIT
Jan 10, 2026
Everything You Need to Stock a Healthier Kitchen in 2026
If you’re coming into 2026 off a particularly decadent December or just feel the need to lean into wellness and self-care at the start of the new year, you’re not alone. But good intentions are only part of the way forward; you’ll need a plan. The world of wellness is wide and wonderful, but it can also be overwhelming. You may want to start each day with a protein shake, a revitalizing smoothie, or a probiotic soda, but which ones are really going to deliver the benefits you need? What kind of greens powders are best, and what exactly is an electrolyte powder? What are the best pantry staples for ushering in healthy snacking habits? That’s where we come in.
TEXAS LIFESTYLE MAGAZINE
Dec 11, 2025
Best Foodie Gifts 2025: Top Gourmet Snacks and Delicious Treats for Food Lovers
This gift guide is packed with delicious treats that go way beyond the ordinary. From elevated pantry staples to sweet indulgences and bold, unexpected finds, these gifts are made for the person who plans vacations around restaurants, loves discovering new flavors, or simply lights up at anything edible and amazing. Let’s dig in.
THE ENGLISH ROOM
Oct 9, 2025
Things I Love Thursday
I am back with my Things I Love Thursday series.
OTHER
Sep 4, 2025
Why We’re Building Every Fall Snack Board Around These Crunchy Crackers
Fall is peak snack season. Football games, cozy nights in, holiday parties—you're gonna need something crunchy in your corner. And if there’s one thing Bethenny knows, it’s that the cracker is the most important part. A weak base and the whole snack collapses.
PEOPLE EN ESPAÑOL
Aug 24, 2025
Tu guía definitiva para celebrar el National Wellness Month
Porque tu cuerpo y mente merecen lo mejor: productos top para el Wellness Month.
OTHER
Aug 16, 2025
Crunch Time with Ella’s Flats
A Naples resident bites into the snacks market, offering high-protein, gluten-free options
URBAN MAGAZINE
Aug 2, 2025
Review: Ella’s Flats Sweet Minis Offer a Clean, Crunchy Alternative to Sugary Snacks
Ella’s Flats Sweet Minis stand out as a clean, nutrient-dense snack made simply with seeds and dates.
BEAUTYNEWSNYC
Jul 31, 2025
Beautyscopes
MERCURY: Wing-footed Trickster of Pure Intelligence
BON APPÉTIT
Jul 29, 2025
Shopping The Healthy Snacks BA Editors Are Obsessed With
As Bon Appétit’s resident snackers (conveniently seated across from each other in the office), we spend a lot of time passing snacks over our monitors between writing sessions and meetings. At this point we know a thing or two about healthy snacks—as nebulous as the term “healthy” may be. We’re constantly on the lookout for little treats between meals that also feel satiating and nutrient-rich, but are more exciting than an apple or a handful of nuts.
TRENDHUNTER
Jul 19, 2025
Ella’s Flats Expands Its Product Range with the Introduction of Minis
Ella’s Flats debuts Minis — a bite-sized version of its popular seed crackers that maintains the brand’s commitment to clean, nutrient-dense ingredients while offering greater convenience for on-the-go snacking.
OTHER
Jul 12, 2025
The Saturday Group Text, #90
An extremely tasty snack, online art classes, Hill House's new drop (their best one yet?!), a body sculpting tool, the new show I'm watching, and loads more links.
THE GRUMPY FASHIONISTA
Jul 11, 2025
Amazon Prime Week Last Day Sales!
Amazon Prime Week Last Day Sales! Dyson, Toms, JLo Beauty, kitchen appliances, AWAY and Delsey Paris luggare and more are up to 50% off! PJ Gach
RUN OREGON
Jul 3, 2025
Run Oregon Test Kitchen: Ella’s Flats Superfood Seed Crackers
Run Oregon details How Ella's Flats are a great snack for runners!
VENDING CONNECTION
Jul 1, 2025
Ella’s Flats Launches Minis: A New Line of Scrumptious Bite-Sized Seed Crackers
Ella’s Flats, the clean label seed cracker brand known for its bold crunch and whole food ingredients, has launched its newest product line: Minis. These bite sized, seed crackers deliver the same nutrition packed benefits of the original flats, now in a fun, snackable size.
BON APPÉTIT MAGAZINE
May 21, 2025
The Healthy Snacks BA Editors Are Obsessed With
Bon Appétit shares their favorite healthy snacks - including Ella's Flats!
WDC TV NEWS
May 21, 2025
Best Healthy Snacks to Buy Online That Actually Taste Good (2025)
As Bon Appétit’s resident snackers (conveniently seated across from each other in the office), we spend a lot of time passing snacks over our monitors between writing sessions and meetings. At this point, we know a thing or two about healthy snacks—as nebulous as the term “healthy” may be. We’re constantly on the lookout for little treats between meals that also feel satiating and nutrient-rich, but are more exciting than an apple or a handful of nuts.
SUBSTACK
Apr 4, 2025
10 intentional snacks that will change the way you eat
Don't get caught in snack purgatory.
Press Releases
Jul 28, 2025
Ella’s Flats Now Available at MOM’s Organic Market
Ella's Flats Superfood Seed Crackers Now Available at All MOM's Locations
Jun 30, 2025
Ella’s Flats Launches Nationwide at Whole Foods Market
Delicious superfood seed crackers will now be available to even more customers nationwide!
Jun 26, 2025
Ella’s Flats Launches ‘Minis’: A New Line of Scrumptious Bite-Sized Seed Crackers
Perfect for families, parties, and better-for-you munching!
Jun 18, 2025
Ella’s Flats Continues to Expand Nationwide with New Retail Partners
Raley’s, Haggen, Woodman’s and King’s & Balducci’s now all carry Ella's Flats Superfood Seed Crackers
Locations
Headquarters
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Ella's Flats Headquarters
Asset Library
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