USA | Ferrero Group has signed an agreement to acquire Purely Elizabeth, the high-growth modern wellness brand and a leading better-for-you company in the U.S.
Following closing, Ferrero intends to support Purely Elizabeth’s next phase of growth through continued product innovation, operational capabilities and expanded distribution, helping the brand reach more consumers while preserving its distinct identity and commitment to quality.
"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., 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."
Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co, added that the acquisition reflected its long-term strategy to invest in high-growth categories and further enhance its presence in the better-for-you offerings across breakfast occasions and beyond.
Founded in 2009 and based in Boulder, Colorado, Purely Elizabeth has more than doubled its sales in the past two years, driven by its innovative portfolio of granola, oatmeal, and cereals, and more recently by its expansion into the fast-growing protein segment.
The brand has built a leading position and helped shape evolving consumer expectations around breakfast and wellness by pioneering premium, taste-forward products containing ingredients such as oats, whole grains, nuts, and seeds.
“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,” said Elizabeth Stein, Founder and CEO of Purely Elizabeth.
“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.”
The company will continue to operate as a standalone brand within the Ferrero Group, with Stein continuing in her role alongside the existing leadership team. The proposed transaction is expected to close in the coming months, subject to customary closing conditions and regulatory approvals.
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