In a bold move signalling its expansion, the Ferrero group has confirmed the acquisition of US better-for-you food brand, Purely Elizabeth, reports Neill Barston.

As the business explained, the move for an undisclosed fee by the major confectionery group, further enhances its portfolio to encompass healthier breakfast options including granola and cereals.

Indeed, the company has made a concerted effort to explore the better-for-you market, with its appearance at last year’s World Confectionery Conference focused upon health and wellbeing – which the business recognises is an increasingly significant aspect of consumers purchasing choices.  The business will be returning to our event on 10th September in London, with Fabio R Mora, vice president of open innovation at Ferrero, among our keynotes at our core annual industry gathering. 

For its part, Purely Elizabeth was founded in 2009, and is based in  Boulder, Colorado, with the firm having reportedly doubled its sales within the past two years, revealing the underlying demand for the segment, particularly for ingredients featuring oats, whole grains, nuts and seeds.

“Purely Elizabeth, with its terrific portfolio of quality, tasty products, is a great addition to Ferrero,” said Giovanni Ferrero, President of Ferrero International S.A., holding company of the Ferrero Group.

“With this transaction, Ferrero builds on its recent acquisition of WK Kellogg Co, reinforcing both its presence at breakfast time in America and its reach in the better-for-you segment,” he noted of the deal, with the company intending to help propel its latest acquisition to its next phase of growth.

Furthermore, Lapo Civiletti, President of Ferrero Ice Cream and WK Kellogg Co, welcomed the company’s addition to its ranks.

“We are delighted to welcome Purely Elizabeth to the Ferrero Group,” said . “This acquisition reflects our long-term strategy to invest in high-growth categories and further enhance our presence in the better-for-you offerings across breakfast occasions and beyond.

“Purely Elizabeth has built 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. We look forward to supporting the brand’s continued growth while preserving the entrepreneurial spirit that has made it successful.”