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Ferrero Group signs agreement to acquire Purely Elizabeth to expand its North American breakfast portfolio

The Ferrero Group announced on August 14, 2026, that it has signed an agreement to acquire Purely Elizabeth, a Boulder, Colorado-based wellness brand known for its granola and protein-forward products. This acquisition follows the company's $3.1 billion purchase of WK Kellogg Co. in 2025, positioning Ferrero as a major player in the American breakfast market. While the specific sale price was not disclosed, reports indicate that Purely Elizabeth sought a sale for more than $600 million. Founder and CEO Elizabeth Stein will remain in charge of the brand as a standalone unit within Ferrero. The move reflects a Ferrero strategy to build a 'better-for-you' food portfolio, which includes brands like Eat Natural and Fulfil. By acquiring Purely Elizabeth, Ferrero gains credibility with consumers seeking functional ingredients like protein and fiber. The deal is expected to close in the coming months, pending regulatory approval.

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