Ferrero signs a new acquisition in the wellness sector in the United States. The Group led by Giovanni Ferrero announced that it has signed an agreement to acquire Purely Elizabeth, a fast-growing American brand, among the leading food companies in the “better-for-you” sector in the United States. The acquisition strengthens the hub that Ferrero is building, after the deals on Eat natural and FULFIL in Europe, Power Crunch in North America, and Bold Snacks in Brazil, while simultaneously consolidating its presence in the American market.
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“After the closing, Ferrero intends to support the next growth phase of Purely Elizabeth through continuous product innovation, operational capabilities, and distribution expansion, helping the brand reach more consumers while preserving its distinctive identity and commitment to quality,” the company writes in a note released overseas. Ferrero’s expansion phase in the USA, which began ten years ago with Ferrara Candy, now develops around the core represented by WK Kellogg Co., acquired in 2025, and adds a high value-added entity, with an estimated turnover of about 200 million dollars.
“Purely Elizabeth, with its fantastic range of quality and tasty products, is a great enrichment for Ferrero,” highlighted Giovanni Ferrero, President of Ferrero International S.A., the holding company of the Ferrero Group. “With this operation, Ferrero consolidates the recent acquisition of WK Kellogg Co, strengthening both its breakfast presence in America and its reach in the healthier products segment,” he adds.
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For Lapo Civiletti, president of Ferrero Ice Cream and WK Kellogg Co., the acquisition “reflects our long-term strategy to invest in high-growth categories and further strengthen our presence in healthier offerings during breakfast and beyond. Purely Elizabeth has created a distinctive brand by being in tune with evolving consumer preferences through premium, innovative, and delicious products, making it a highly complementary addition to our portfolio.
Founded in 2009, based in Boulder, Colorado, Purely Elizabeth has more than doubled its sales in the last two years, thanks to its innovative—and distinctive—range of granola, porridge, and cereals, more recently expanding also into the protein segment and gaining a leadership position in the healthy breakfast products sector, thanks to its range of premium offerings.
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