Ferrero Group is buying better-for-you breakfast food maker Purely Elizabeth for an undisclosed amount, the companies announced on Friday.
Luxembourg-based food giant Ferrero Group said the purchase enhances its “relevance at the breakfast table.”
Purely Elizabeth was founded in 2009 in Boulder, Colo., as a breakfast brand that produces granola, oatmeal and cereal.
“Purely Elizabeth, with its terrific portfolio of quality, tasty products, is a great addition to Ferrero,” said Giovanni Ferrero, president of Ferrero International S.A., the holding company of the Ferrero Group. “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.”
Better-for-you breakfast
Purely Elizabeth’s recent expansion into the protein segment was among the motivations for the purchase, according to Ferrero Group.
In May, Purely Elizabeth launched its Protein Ancient Grain Granola, which includes 10 grams of protein per serving “without protein powders, isolates or fillers,” the company said.
“As granola expands beyond breakfast and protein demand continues to surge, consumers are looking for foods that deliver both function and flavor without relying on overly processed ingredients,” the breakfast brand said in May.
On Friday, Ferrero noted Purely Elizabeth’s leading position in the better-for-you breakfast space, “pioneering premium and taste-forward products containing ingredients such as oats, whole grains, nuts and seeds.”
Ferrero’s long-term strategy
The acquisition is part of Ferrero Group’s long-term strategy of investing in high-growth better-for-you categories “across breakfast occasions and beyond,” according to Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co.
“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,” Civiletti said. “We look forward to supporting the brand’s continued growth while preserving the entrepreneurial spirit that has made it successful.”
Ferrero Group noted that Purely Elizabeth will operate as a standalone brand, following the acquisition, and founder and CEO Elizabeth Stein will continue in her position, along with her existing team.
Breakfast a competitive market
Purely Elizabeth has been gaining a foothold in the highly competitive breakfast industry for nearly two decades, but over the last two years, the company has seen its revenue double, the company said.
Stein said the company’s next chapter focused on “finding a partner who understood what makes Purely Elizabeth special and shared our commitment to quality, innovation and building for the long-term …”
“In Ferrero, we’ve found a family-owned company that believes deeply in what we’ve built and sees the tremendous opportunity still ahead,” Stein said. “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.”
Ferrero’s breakfast play
The Purely Elizabeth purchase is Ferrero Group’s most recent breakfast CPG acquisition, as it builds its US portfolio.
In September 2025, the food giant purchased WK Kellogg Co, expanding its portfolio in addition to its existing breakfast brands: Eat Natural and FULFIL in Europe, Power Crunch in North America and Bold Snacks in Brazil.
The breakfast company is largely known for its cereal brands, such as Froot Loops, Special K and Raisin Bran. Ferrero Group’s purchase of WK Kellogg Co took the publicly traded company private, removing it from the New York Stock Exchange.
