Ferrero Agrees to Acquire Purely Elizabeth
The wellness food brand, founded in 2009 and based in Boulder, Colorado, will keep operating as a standalone brand.
Updated on Nov. 8, 2026 in Healthy Food
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Ferrero Group has agreed to acquire Purely Elizabeth, a U.S. wellness food brand whose range includes granola, oatmeal, and cereals. The transaction value was not disclosed and has not yet closed.
Why it matters
The deal brings a fast-growing wellness food brand, whose sales more than doubled over the past two years, under the umbrella of a large family-owned company. It reflects continued consumer interest in healthier packaged breakfast and snack products in the United States.
Purely Elizabeth more than doubled its sales over the past two years, according to the announcement. The transaction value was not disclosed, and completion remains subject to customary closing conditions and regulatory approvals.
The players
Ferrero Group
Ferrero Group is a family-owned confectionery and food company that is acquiring Purely Elizabeth.
Purely Elizabeth
Purely Elizabeth is a Boulder, Colorado-based wellness food brand known for granola, oatmeal, and cereals, and it has expanded into the protein segment.
Elizabeth Stein
Elizabeth Stein founded Purely Elizabeth in 2009 and will remain its chief executive after the acquisition.
The details
Elizabeth Stein founded Purely Elizabeth in 2009 in Boulder, Colorado, and she will remain chief executive after the acquisition. Ferrero intends to support the brand's product innovation, operational capabilities, and expanded distribution, and the brand will continue to operate as a standalone unit within Ferrero Group.
Timeline
2009: Purely Elizabeth is founded by Elizabeth Stein.
Over the past two years: Purely Elizabeth's sales more than double.
Coming months: The acquisition is expected to be completed, subject to closing conditions and approvals.
Market Landscape
The acquisition places a multi-generation family-owned confectionery company into the faster-growing wellness food segment, which has drawn established packaged food companies in recent years. It shows how larger food groups are buying newer, health-oriented brands to broaden their portfolios.
Shoppers are unlikely to see immediate changes, since Purely Elizabeth will continue to operate as a standalone brand under its current chief executive. Any later changes to products, pricing, or distribution would depend on Ferrero's post-closing plans, which have not been detailed.
The takeaway
Established food companies are increasingly acquiring newer wellness brands to reach health-minded shoppers, so readers may see more such deals in the packaged breakfast and snack aisle. The Purely Elizabeth deal is still pending, so its effects on products and prices remain to be seen.
What happens next
The acquisition is expected to close in the coming months, subject to customary closing conditions and regulatory approvals.
Further reading
For more on the category, see Healthy Food coverage across the United States.
Source note: This article includes information reported by The Times of India.
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