Ferrero makes a new acquisition in the US: Purely Elizabeth granola joins the Group
The deal strengthens the company’s presence in the wellness sector and marks a new milestone in the US market – Ferrero’s Chairman: “A real asset for Ferrero”
Ferrero has completed a new acquisition in the wellness sector in the United States. The Group, led by Giovanni Ferrero, has announced that it has signed an agreement to acquire Purely Elizabeth, a fast-growing American brand and one of the leading food companies in the ‘better-for-you’ sector in the United States. The acquisition strengthens the portfolio Ferrero is building, following deals for Eat Natural and FULFIL in Europe, Power Crunch in North America and Bold Snacks in Brazil, whilst simultaneously consolidating its presence in the US market.
“Following the completion of the deal, Ferrero intends to support Purely Elizabeth’s next phase of growth through ongoing product innovation, operational capabilities and the expansion of its distribution network, helping the brand to reach more consumers whilst preserving its distinctive identity and commitment to quality,” the company writes in a statement released in the US. Ferrero’s expansion in the US, which began ten years ago with Ferrara Candy, is now centred on WK Kellogg Co., which was acquired in 2025, and adds a high-value-added business with an estimated turnover of around 200 million dollars.
“Purely Elizabeth, with its fantastic range of high-quality and tasty products, is an excellent addition to Ferrero,” said Giovanni Ferrero, Chairman of Ferrero International S.A., the holding company of the Ferrero Group. “With this move, Ferrero consolidates its recent acquisition of WK Kellogg Co, strengthening both its presence in the American breakfast market and its reach in the healthier products segment,” he added.
According to Lapo Civiletti, Chairman of Ferrero Ice Cream and WK Kellogg Co., the acquisition “reflects our long-term strategy of investing in high-growth categories and further strengthening our presence in healthier options at breakfast and beyond. Purely Elizabeth has established a distinctive brand by responding to evolving consumer preferences through premium, innovative and delicious products, making it a highly complementary addition to our portfolio.
Founded in 2009 and based in Boulder, Colorado, Purely Elizabeth has more than doubled its sales over the last two years, thanks to its innovative – and distinctive – range of granola, porridge and cereals, and has more recently expanded into the protein segment, establishing itself as a market leader in the healthy breakfast sector thanks to its range of premium products.
