Ferrero Group has agreed to acquire Purely Elizabeth, expanding further into the U.S. breakfast and better-for-you food markets following the company’s acquisition of WK Kellogg Co. Financial terms of the transaction were not disclosed.
Founded in 2009 and headquartered in Boulder, Colorado, Purely Elizabeth offers granola, oatmeal, cereal, and other wellness-oriented foods.
The brand has more than doubled its sales during the past two years, driven by growth across its core breakfast portfolio and more recent expansion into protein-focused products.
Purely Elizabeth was founded by wellness entrepreneur and holistic nutrition counselor Elizabeth Stein.
The company’s products incorporate ingredients including oats, whole grains, nuts, seeds, and ancient grains, with the brand positioning itself at the intersection of premium taste and nutrition.
For Ferrero, the acquisition provides another foothold at the American breakfast table while adding a fast-growing brand in the better-for-you segment.
The transaction follows Ferrero’s 2025 acquisition of WK Kellogg Co, which significantly expanded its presence in breakfast cereals.
Purely Elizabeth will complement that platform by adding a more premium, wellness-oriented offering aimed at consumers whose preferences increasingly span traditional breakfast foods, functional nutrition, and protein products.
Ferrero plans to support Purely Elizabeth’s growth through expanded distribution, operational resources, and continued product development.
The company said it intends to preserve Purely Elizabeth’s distinct brand identity and entrepreneurial culture.
Purely Elizabeth will operate as a standalone brand within Ferrero Group following completion of the transaction.
Stein will remain Founder and CEO and continue leading the company alongside its existing management team.
Ferrero also plans to invest in Purely Elizabeth’s innovation pipeline, providing resources that could help the brand extend into additional product categories and reach more consumers.
The acquisition continues Ferrero’s expansion beyond the confectionery products for which it has historically been best known.
Its global portfolio includes brands such as Nutella, Kinder, Ferrero Rocher, and Tic Tac, while the company has also increased investment in ice cream, biscuits, bakery products, breakfast cereals, and wellness-oriented foods.
Ferrero’s better-for-you portfolio already includes Eat Natural and FULFIL in Europe, Power Crunch in North America, and Bold Snacks in Brazil.
Purely Elizabeth adds another U.S.-based growth brand to that strategy.
The proposed transaction is expected to close in the coming months, subject to regulatory approvals and customary closing conditions.
KEY QUOTES:
“Purely Elizabeth, with its terrific portfolio of quality, tasty products, is a great addition to Ferrero. With this transaction, Ferrero builds on its recent acquisition of WK Kellogg Co, reinforcing both its presence at breakfast time in America and its reach in the better-for-you segment.”
Giovanni Ferrero, President of Ferrero International S.A.
“We are delighted to welcome Purely Elizabeth to the Ferrero Group. This acquisition reflects our long-term strategy to invest in high-growth categories and further enhance our presence in the better-for-you offerings across breakfast occasions and beyond.”
“Purely Elizabeth has built a distinctive brand by being in tune with evolving consumer preferences through premium, innovative and delicious products, making it a highly complementary addition to our portfolio. We look forward to supporting the brand’s continued growth while preserving the entrepreneurial spirit that has made it successful.”
Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co
“Building Purely Elizabeth from an idea 17 years ago into the brand it is today has been one of the most rewarding journeys of my life, and I’m incredibly proud of what our team has accomplished.”
“As I thought about the next chapter, finding a partner who understood what makes Purely Elizabeth special and shared our commitment to quality, innovation, and building for the long term was incredibly important to me. In Ferrero, we’ve found a family-owned company that believes deeply in what we’ve built and sees the tremendous opportunity still ahead. I couldn’t be more excited to continue leading Purely Elizabeth alongside our team as we bring our mission and products to even more people.”
Elizabeth Stein, Founder and CEO of Purely Elizabeth
