Ferrero Group to Acquire Purely Elizabeth, a Leading U.S. Wellness Brand
Ferrero Group to Acquire Purely Elizabeth, a Leading U.S. Wellness Brand
Ferrero Group has announced that it has signed an agreement to acquire Purely Elizabeth, a high-growth modern wellness brand and a leading U.S. better-for-you food company. The acquisition will further strengthen Ferrero’s presence in the American breakfast market, with Purely Elizabeth joining its growing portfolio.
Following the completion of the transaction, Ferrero Group intends to support Purely Elizabeth’s next phase of growth through continued product innovation, expanded operational capabilities, and broader distribution. The company plans to help the brand reach more consumers while maintaining its distinctive identity, product quality, and commitment to innovation.
A Fast-Growing Wellness Brand
Founded in 2009 and headquartered in Boulder, Colorado, Purely Elizabeth has more than doubled its sales over the past two years. Growth has been driven by its portfolio of granola, oatmeal, and cereal products, as well as its more recent expansion into the rapidly growing protein segment.
The brand has established a strong position in the U.S. wellness and breakfast market by developing premium, taste-focused products featuring ingredients such as oats, whole grains, nuts, and seeds. Its approach has also contributed to changing consumer expectations around nutritious, convenient, and flavourful breakfast options.
Giovanni Ferrero, President of Ferrero International S.A., the holding company of the Ferrero Group, said, “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.”
Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co., said, “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.”
Founder to Continue Leading the Brand
Elizabeth Stein, Founder and CEO of Purely Elizabeth, said, “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.”
Following the acquisition, Purely Elizabeth will continue to operate as a standalone brand within the Ferrero Group. Founder and CEO Elizabeth Stein will continue in her role alongside the existing leadership team.
The business will benefit from Ferrero Group’s long-term investment in product development, innovation, and distribution. This support is expected to strengthen Purely Elizabeth’s product pipeline and help accelerate its continued growth across the U.S. market.
Expanding Ferrero’s U.S. Portfolio
The acquisition builds on Ferrero Group’s expanding presence in the U.S., following its 2025 acquisition of WK Kellogg Co. It further strengthens the company’s position in both the breakfast and better-for-you categories.
The transaction adds to a broader portfolio that includes brands such as Eat Natural and FULFIL in Europe, Power Crunch in North America, and Bold Snacks in Brazil. Ferrero Group’s global brand portfolio spans more than 35 brands sold across more than 170 countries.
For Purely Elizabeth, the partnership provides an opportunity to combine its entrepreneurial approach and focus on better-for-you products with the resources, scale, and global capabilities of Ferrero.
The proposed transaction is expected to close in the coming months, subject to customary closing conditions and regulatory approvals.
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