A major name in the global food industry is making a bigger move into the U.S. wellness food market. Ferrero Group has signed an agreement to acquire Purely Elizabeth, a U.S.-based modern wellness brand known for its better-for-you breakfast products.
Ferrero announced the agreement, and the acquisition will add Purely Elizabeth to Ferrero’s portfolio as the company continues to expand its presence in the American breakfast market. The financial terms of the deal were not disclosed.
Ferrero Agrees to Acquire Purely Elizabeth
Under the agreement, Purely Elizabeth will join the Ferrero Group after the transaction closes. The company will continue to operate as a standalone brand, while Ferrero plans to support its growth through its operational capabilities, distribution network and product innovation. The deal has not yet closed. The transaction remains subject to customary closing conditions and regulatory approvals, according to the companies.
Ferrero described Purely Elizabeth as a high-growth modern wellness brand and a leading better-for-you food company in the U.S. The acquisition is expected to strengthen Ferrero’s position across breakfast occasions in the American market.
Purely Elizabeth Focuses on Modern Wellness Foods
Elizabeth Stein founded Purely Elizabeth in 2009. The company is based in Boulder, Colorado, and has built its business around food products aimed at consumers seeking better-for-you choices without giving up taste.
Its portfolio includes granola, oatmeal, and cereals. The company has also expanded into the protein category, giving it a broader presence across breakfast and wellness-focused food products. Purely Elizabeth uses ingredients including oats, whole grains, nuts and seeds across its product range. Ferrero said the brand has more than doubled its sales over the past two years, highlighting the company’s recent growth.
Elizabeth Stein Will Continue as CEO
Elizabeth Stein will remain with Purely Elizabeth following the acquisition and will continue serving as CEO. The existing leadership team will also remain involved in the business.
Stein said the company wanted to find a partner that understood Purely Elizabeth’s identity and shared its focus on quality, innovation and long-term growth. She will continue working with Ferrero as the brand enters its next phase. Ferrero said it intends to preserve the entrepreneurial spirit behind Purely Elizabeth while helping the brand develop its products and expand its reach.
Acquisition Supports Ferrero’s Breakfast Strategy
The Purely Elizabeth deal fits into Ferrero’s broader strategy of expanding its portfolio and strengthening its position in North America. Ferrero completed its acquisition of WK Kellogg Co in 2025. That transaction gave Ferrero a larger presence in the U.S., Canadian, and Caribbean breakfast cereal markets. WK Kellogg Co became a wholly owned subsidiary of Ferrero following the completion of the deal.
The Purely Elizabeth acquisition adds a different part of the breakfast market to that portfolio. While WK Kellogg Co brought established cereal brands, Purely Elizabeth adds a modern wellness-focused brand covering granola, oatmeal, cereals and protein products. Ferrero also highlighted its existing better-for-you brands, including Eat Natural and FULFIL in Europe, Power Crunch in North America and Bold Snacks in Brazil.
Ferrero Sees Opportunity in Better-for-You Food
Giovanni Ferrero, President of Ferrero International S.A., said Purely Elizabeth would complement Ferrero’s portfolio and strengthen its presence during breakfast occasions in the U.S. Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co, said the acquisition supports Ferrero’s strategy of investing in high-growth categories and expanding its better-for-you food offering.
The move reflects Ferrero’s broader effort to grow beyond its traditional confectionery business. The company has expanded its portfolio through acquisitions and investments in different food categories, particularly in North America. Its 2025 WK Kellogg Co acquisition was another major step in that strategy.
Deal Terms Remain Undisclosed
Ferrero and Purely Elizabeth have not announced the financial value of the transaction. The companies also have not provided a specific closing date. For now, Purely Elizabeth will continue operating under its existing brand and leadership while the parties work toward completing the transaction.
Once the acquisition closes, Ferrero will have another established U.S. food brand in its portfolio, strengthening its position in the growing wellness and breakfast segments. For Purely Elizabeth, the agreement provides an opportunity to use Ferrero’s global resources and capabilities while maintaining the brand’s existing identity and leadership.
