PC: LinkedIn/Elizabeth Stein
Elizabeth Stein founded ‘Purely Elizabeth’ in 2009, building the US-based modern wellness food brand around granola, oatmeal, and cereals. The company was founded in 2009 by Elizabeth Stein and is based in Boulder, Colorado. ‘Purely Elizabeth’ was founded in 2009 by wellness entrepreneur and holistic nutrition counsellor Elizabeth Stein.
Seventeen years later, Ferrero Group announced an agreement to acquire the company, adding it to its breakfast and better-for-you portfolio. Ferrero Group announced that it had signed an agreement to acquire ‘Purely Elizabeth ‘, a US-based modern wellness food brand.
Stein, the company’s founder and chief executive, said she was proud of what the team had accomplished and would continue leading the business after the acquisition alongside its existing leadership team. The company said its portfolio has helped shape changing consumer expectations around breakfast and wellness. The announcement did not disclose the value of the proposed transaction. Its range includes granola, oatmeal, and cereals, with a more recent expansion into the protein segment. ‘Purely Elizabeth’ has more than doubled its sales over the previous two years. The acquisition is intended to strengthen Ferrero’s position in the American breakfast market and add to its better-for-you food offerings. The brand began with her vision of creating nourishing food without compromising on taste. Based in Boulder, Colorado, the company has developed a range that includes granola, oatmeal, cereal, and more. Ferrero described it as a leading better-for-you food company in America. Its products feature ingredients such as oats, whole grains, nuts and seeds. In recent years, it has also expanded into the protein segment, which Ferrero described as a growing category. Its products bring together premium ingredients, taste and functional nutrition.