Ferrero Group buys Purely Elizabeth as breakfast becomes the new battleground
The Nutella owner is adding the Boulder-based granola and oatmeal brand to its growing U.S. portfolio, deepening a push into better-for-you breakfast.
Ferrero Group has agreed to acquire Purely Elizabeth, the Boulder, Colorado-based granola, oatmeal and pancake-mix brand that built a following in the natural channel before moving into mainstream grocery.
The deal continues a decade-long American shopping spree for the family-controlled confectioner, which has steadily bolted on cereal, snack and breakfast assets to reduce its dependence on chocolate seasonality. Breakfast is one of the few high-frequency occasions where a challenger brand can still scale quickly, and Purely Elizabeth arrives with the kind of ingredient-first story large owners find difficult to build from scratch.
For brand teams, the read-through is familiar: distinctive positioning plus disciplined distribution remains the fastest route to a strategic exit, even in a cautious M&A market.
Reported by PR Newswire and Food Dive, August 14, 2026.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
