Ferrero at breakfast with Purely Elizabeth. Deal worth 850 million?

Ferrero Group is still targeting the US, with the acquisition of Purely Elizabeth, synonymous with wellness-focused breakfasts.

The company, founded in 2009 and with headquarters in Boulder, Colorado, has a wide range of products in its portfolio granola, as well as oat flakes and cereals.

Purely Elizabeth doubles its turnover in two years

Over the past two years, Purely Elizabeth has more than doubled its sales, and, thanks to an innovative portfolio, has grown from 147 million dollars in 2024 to an estimated value of around 300 million dollars. And this dynamism, according to calculations by Forbes, is said to have led the Piedmont-based giant to shell out 850 million dollars and more.

Starting with granola, its core product, the US company has expanded into the high-growth protein segment, while its latest launches have focused on premium and tasty foods containing beneficial ingredients such as oats, wholegrain fibre, nuts and seeds.

The founder and CEO, Elizabeth Stein, is a wellness entrepreneur and an expert consultant in natural nutrition

After the closing, expected in the coming months — subject to regulatory and bureaucratic approvals — Ferrero intends to support Purely Elizabeth’s next phase of development through ongoing investments in R&S and byexpanding its operational and distribution capacity.

Giovanni Ferrero: the major precedent is WK Kellogg

Giovanni Ferrero, chairman of Ferrero International, emphasises that “this transaction builds on the recent acquisition of WK Kellogg Co and strengthens the group’s presence at the first meal of the day, which is very important to Americans”.

The new subsidiary, at 100%, will continue to operate independently while retaining its own brand. The founder and CEO, Elizabeth Stein, a wellness entrepreneur and expert consultant in natural nutrition, will retain her role, along with the rest of the top management.

The acquisition will also expand the Ferrero Group’s presence in the category of so-called “better-for-you” products, alongside brands in Europe such as Eat Natural (cereal bars) and Fulfil (energy bars), in North America Power Crunch and, in Brazil, Bold Snacks, two businesses focused on protein-based snacks.

This content was translated with the assistance of artificial intelligence.