Founded in 2009 by Elizabeth Stein, the Boulder-based company built its reputation on premium granola, oatmeal, and cereals that emphasize whole grains and functional ingredients. Under the terms of the agreement, Purely Elizabeth will function as a standalone brand within the Ferrero portfolio, with Stein remaining in her role as CEO to lead the existing team. This structure aims to preserve the brand’s entrepreneurial identity while providing the resources for expanded distribution and product innovation.

Giovanni Ferrero, President of Ferrero International S.A., noted that the acquisition complements the company's 2025 purchase of WK Kellogg Co. The move reflects a broader strategic pivot toward high-growth wellness segments. Ferrero plans to utilize its operational scale to support the brand's pipeline, which has recently expanded into the protein-focused food category. The transaction is expected to finalize in the coming months, pending regulatory approvals and standard closing conditions.