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Ferrero Group has agreed to acquire US better-for-you food brand Purely Elizabeth, further expanding the confectionery giant’s presence in the American breakfast and wellness markets.
The proposed acquisition will bring Purely Elizabeth’s portfolio of granola, oatmeal and cereals into Ferrero’s growing US business, alongside its more recent expansion into protein products.
Founded in 2009 and headquartered in Boulder, Colorado, Purely Elizabeth has more than doubled its sales over the past two years. The company has built its position around premium, taste-led products featuring ingredients including oats, whole grains, nuts and seeds.
Ferrero said it intends to support the brand’s next phase of growth through product innovation, operational capabilities and expanded distribution, while retaining Purely Elizabeth’s distinct identity.
Giovanni Ferrero, president of Ferrero International, 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.”
The deal follows Ferrero’s acquisition of WK Kellogg Co in 2025, significantly strengthening its position in the US cereal market.
Lapo Civiletti, president of Ferrero Ice Cream and WK Kellogg Co, said: “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 will continue to operate as a standalone brand within Ferrero, with founder and CEO Elizabeth Stein remaining in her role alongside the existing leadership team.
The acquisition will also expand Ferrero’s presence in the better-for-you category beyond its traditional sweet-packaged food portfolio. The group already has better-for-you brands including Eat Natural and Fulfil in Europe, Power Crunch in North America and Bold Snacks in Brazil.
Ferrero said Purely Elizabeth will benefit from investment in its product-development pipeline and innovation capabilities as it seeks to extend its reach among consumers.
The transaction is expected to close in the coming months, subject to customary closing conditions and regulatory approvals.
The deal represents the latest move by Ferrero to diversify its presence across food categories and eating occasions, following its expansion into breakfast cereals through WK Kellogg Co.
For Purely Elizabeth, the acquisition provides access to Ferrero’s global resources and distribution capabilities while maintaining the standalone operation and leadership structure that has supported the brand’s rapid growth.
