She started a food brand in 2009; 17 years later, Ferrero agrees to buy it

Elizabeth Stein founded ‘Purely Elizabeth’ in 2009, building the US-based modern wellness food brand around granola, oatmeal, and cereals. Seventeen years later, Ferrero Group announced an agreement to acquire the company, adding it to its breakfast and better-for-you portfolio. 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 announcement did not disclose the value of the proposed transaction. According to Ferrero Group, the Boulder, Colorado-based business has more than doubled its sales in the past two years. The deal is subject to customary closing conditions and regulatory approvals as of August 2026.

What makes ‘Purely Elizabeth’ an attractive acquisition for Ferrero

Ferrero Group announced that it had signed an agreement to acquire ‘Purely Elizabeth’, a US-based modern wellness food brand. The company was founded in 2009 by Elizabeth Stein and is based in Boulder, Colorado. 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 transaction has not yet closed. Completion is expected in the coming months, subject to customary closing conditions and regulatory approvals.

How did Elizabeth Stein build ‘Purely Elizabeth’ into a wellness food brand

‘Purely Elizabeth’ was founded in 2009 by wellness entrepreneur and holistic nutrition counsellor Elizabeth Stein. 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. The company said its portfolio has helped shape changing consumer expectations around breakfast and wellness. 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.

What does the acquisition mean for Purely Elizabeth’s future

Ferrero said it intends to support Purely Elizabeth’s next phase of growth after the deal closes. The support is expected to include continued product innovation, operational capabilities, and expanded distribution. The stated aim is to help the brand reach more consumers while preserving its distinct identity and commitment to quality. ‘Purely Elizabeth’ will continue to operate as a standalone brand within the Ferrero Group. Stein will remain chief executive alongside the existing leadership team after completion. The business would benefit from Ferrero Group’s long-term commitment to product development and innovation. The proposed transaction remains subject to customary closing conditions and regulatory approvals.

Stein’s vision for ‘Purely Elizabeth’ under Ferrero

Stein 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. ”