What Purely Elizabeth does

Purely Elizabeth is a Boulder, Colorado-based natural foods company founded in 2009 by certified holistic nutrition counselor Elizabeth Stein. The company develops and sells clean-label, certified organic granola, cereal, oatmeal, and protein-enriched breakfast and snack products built around proprietary ancient-grain recipes (quinoa, amaranth, chia, sorghum). Its portfolio spans multiple diet-positioned sub-lines including gluten-free, keto/grain-free, vegan, paleo, probiotic, and high-protein variants, supported by certifications such as B Corp (since 2015), USDA Organic (90% of 2024 ingredient poundage), and regenerative organic sourcing for coconut and oats.

The business operates a hybrid wholesale-plus-DTC distribution model. Products are sold in over 100,000 US retail locations spanning Whole Foods, Target, Sprouts, Walmart, Kroger, Publix, Albertsons, and Wegmans, supplemented by owned e-commerce at PurelyElizabeth.com (with subscription bundles at 15/30/45-day cadences), Amazon marketplace, TikTok Shop, and a dedicated wholesale portal. Revenue is generated primarily through one-time consumer packaged goods sales, with a smaller recurring layer through the Purely Breakfast Club rewards program and Build Your Own Bundle subscriptions (offering ~15% savings on repeat orders).

The company is privately held, led by founder and CEO Elizabeth Stein, and has raised at least $53 million in disclosed funding across a 2017 round (General Mills, 301) and a 2022 $50M growth equity round led by SEMCAP with Fresh Del Monte Produce and Swander Pace Capital. The company reports it is on track to surpass $300 million in 2026 sales after more than doubling in size over the prior two years. There is no proprietary technology platform disclosed; differentiation rests on recipe IP, brand storytelling (Live Purely Podcast, editorial hub, two cookbooks), and retail penetration rather than a software stack.

Name

Purely Elizabeth

Legal name

Purely Elizabeth

Website

https://purelyelizabeth.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Purely Elizabeth is a Boulder-based natural foods company that sells certified organic, ancient-grain granola, cereal, oatmeal, and protein breakfast products through 100,000+ US retail stores, owned DTC e-commerce, and subscription bundles targeting health-conscious, gluten-free, keto, vegan, and protein-seeking consumers.

Ownership category

akta.pro rank

Product category

Natural Breakfast Foods

NAICS

Breakfast Cereal Manufacturing (31123), Other Specialty Food Retailers (44529)

SIC

Bakery Products (2050), Grain Mill Products (2040)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Natural granola products
• Ancient grain cereals
• Protein oatmeal
• Gluten-free breakfast foods
• Organic snack foods

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Primary revenue stream from selling granolas, cereals, oatmeal, and protein products directly to consumers through e-commerce and wholesale/retail distribution channels.
2. Subscription/Recurring Revenue: Rewards Club with subscription option offering 15% savings on repeat orders, generating recurring revenue from loyalty program members.

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels8 records

Core offering

Purely Elizabeth is a natural foods company that manufactures and sells nutrient-dense breakfast and snack products, including ancient grain granola, superfood cereal, oatmeal cups and pouches, and protein-enriched product lines. The portfolio is built around clean-label, certified gluten-free, organic, and non-GMO formulations featuring heirloom grains such as quinoa, amaranth, chia, and sorghum. Products are sold direct-to-consumer via the company's e-commerce site, through wholesale and food-service channels, and across major US grocery retailers.

Product overview

Purely Elizabeth is a modern wellness food brand offering granolas, cereals, and oatmeals rooted in intentional, nutrient-dense ingredients. The product portfolio centers on five core product lines: (1) Ancient Grain Granola — the founding line featuring gluten-free, organic granola made with quinoa, amaranth, chia, and oats, including standard varieties (Original, Berry Crisp, Pumpkin Cinnamon, Cranberry Pecan), Cookie Granola sub-line (Chocolate Chip, Peanut Butter, Double Chocolate, Oatmeal Raisin), Probiotic Ancient Grain Granola (Chocolate Sea Salt, Honey Almond), and Protein Granola (10g protein per serving in Cinnamon Toast, Almond Butter & Berries, Dark Chocolate Blueberry); (2) Grain-Free Granola — keto- and paleo-friendly alternatives in Vanilla Almond Butter, Coconut Cashew, Cinnamon Peanut Butter, Banana Nut Butter; (3) Superfood Cereal — ready-to-eat cereals with added hemp, chia, flaxseed, and Vitamin D in four flavors; (4) Ancient Grain Flake Cereal — a 2026 new category launch; (5) Protein Oatmeal — instant protein oatmeal cups and pouches with 10g protein per serving in bakery-inspired flavors (Maple Cinnamon Roll, Apple Harvest Crumble, Chocolate Chip Banana Bread) plus collagen-enriched varieties; and (6) Superfood Oatmeal — certified organic oat pouches and cups with prebiotic fiber. The portfolio also includes limited-edition products (Purely Glow beauty-inspired granola), variety packs, a build-your-own bundle tool, bulk products, branded merchandise, two cookbooks, a Live Purely Podcast, and a loyalty rewards program. The company emphasizes B Corp certification, regenerative agriculture sourcing, and certified organic ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Ancient Grain Granola Flagship gluten-free, certified organic granola made with ancient grains (quinoa, amaranth, chia, oats, almonds), with no artificial flavors.
• Cookie Granola Line Cookie-flavored granola varieties including Chocolate Chip Cookie, Peanut Butter Cookie, Double Chocolate Cookie, and Oatmeal Raisin Cookie, positioned as indulgence-focused better-for-you snacks.
• Grain-Free Granola Line Keto- and paleo-friendly granola made without grains, available in Vanilla Almond Butter, Coconut Cashew, Cinnamon Peanut Butter, and Banana Nut Butter flavors.
• Protein Ancient Grain Granola Protein-enriched granola delivering 10g of protein per serving from whole food nuts and seeds; available in Cinnamon Toast, Almond Butter & Berries, and Dark Chocolate Blueberry flavors.
• Superfood Cereal Ready-to-eat cereal made with superfood ingredients including hemp, chia, and flaxseed, fortified with Vitamin D. Available in Chocolate Almond, Honey Peanut Butter, Vanilla Blueberry Almond, and Cinnamon Raisin Almond flavors.
• Ancient Grain Flake Cereal Flake-style cereal made from ancient grains, launched as a new product category in 2026.
• Protein Oatmeal Instant protein oatmeal cups and pouches delivering 10g of protein per serving in bakery-inspired flavors including Maple Cinnamon Roll, Apple Harvest Crumble, and Chocolate Chip Banana Bread.
• Superfood Oatmeal Pouches and Cups Certified organic oatmeal pouches and ready-to-eat cups with prebiotic fiber and collagen-enhanced varieties, including Original, Vanilla Pecan with Collagen, Blueberry Walnut with Collagen, Mixed Berry, Dark Chocolate Chunk, Apple Cinnamon Pecan, and a 22oz family size.
• Purely Glow Salted Vanilla Pistachio Granola Limited-edition beauty-inspired granola featuring collagen peptides and biotin, in Salted Vanilla Pistachio flavor, sold exclusively on PurelyElizabeth.com, TikTok Shop, and Cha Cha Matcha locations.
• Variety Packs Pre-curated multi-flavor bundles including Granola Lovers, Nut Granola (keto/grain-free), Superfood Cereal, Chocolate Lovers, Superfood Oatmeal, Oat Pouch, and Protein Oatmeal variety packs.
• Build Your Own Bundle Customizable bundle tool allowing customers to select preferred granola, cereal, and oatmeal flavors and sizes for personalized one-time or recurring delivery with subscription savings.
• Bulk Products Large-format bulk bags including 5lb Original Ancient Grain, 6lb Chocolate Chip Cookie, and 6lb Peanut Butter Cookie granolas for wholesale, food service, and high-volume customers.
• Nourish and Thrive Cookbook Cookbook authored by founder Elizabeth Stein and published by Hachette Book Group, featuring 100 recipes focused on sustainable change, small wins, and balanced living.
• Branded Merchandise Branded merchandise including E-Gift Cards, Better Together Jersey Tee, Cookie Lover Jersey Cropped Tee, Live Purely Magazine, Home Chef Apron, Purely Elizabeth Hat, Salty-Sweet Hat, and the Eating Purely Cookbook.

Quantifiable outcome

• Products available in over 100,000 stores nationwide
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Cha Cha MatchaminorGTM or Marketing Partner · 10 February 2026Limited-time partnership for the launch of Purely Glow Granola featuring Pistachio Matcha Lattes and Purely Glow Yogurt Parfait at Cha Cha Matcha's Flatiron and Beverly Hills locations, along with pop-up events timed to New York Fashion Week.
• Tradin OrganicscoreStrategic or Co-development PartnerSustainability partnership launched in 2025 to advance the global coconut sugar supply chain. Partnership supports smallholder farmers in Indonesia through the Dwarf Coconut Tree Project, distributing 6,500 dwarf coconut seedlings to support around 2,275 farmers in Central Java, with goals of improving sap yield, soil health, and farmer income.
• Planet FWDcoreStrategic or Co-development PartnerDecarbonization partnership since 2024 with the leading carbon measurement platform for food and beverage companies. Partnership includes Scope 1, 2, and 3 greenhouse gas inventory for 2023 and 2024, and life cycle assessments on all product categories including oatmeal, cereal, and granolas.
• Rodale InstituteminorStrategic or Co-development PartnerPartnership with Rodale Institute, a 501(c)(3) nonprofit dedicated to regenerative organic agriculture, supporting farmer education and sustainable farming practices.
• B CorpcoreOthersB Corp certification since 2015, demonstrating commitment to high standards of business that benefit all stakeholders including team, customers, communities, and the planet.
• Planet FWDcoreTechnology or IntegrationCarbon measurement and decarbonization platform partnership focused on measuring and reducing emissions across ingredients, packaging, and transportation.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bobo's: Boulder-based better-for-you snack brand known for oat bars and baked goods; comparable as a similarly positioned natural foods brand targeting health-conscious consumers via natural and mainstream retail channels.
• Nature's Path: Organic cereal, granola, and oatmeal brand with national distribution; closely overlaps Purely Elizabeth's core product categories and organic/clean-label positioning.
• Magic Spoon: Better-for-you breakfast cereal brand targeting health-conscious adults and families; competes directly in the functional cereal category with similar premium pricing and DTC-plus-retail GTM motion.
• Simple Mills: Better-for-you baking and snack brand with national retail presence; comparable on clean-label positioning, founder-led growth, and crossover between natural and mainstream channels.
• Seven Sundays: Muesli and granola brand focused on whole-grain, clean-label breakfast products; directly comparable product mix and target consumer to Purely Elizabeth's core granola portfolio.
• MadeGood: Allergen-friendly, organic granola bars and snacks sold through US retail; comparable better-for-you CPG brand with overlapping retail accounts and similar target consumer.

Broad incumbents

• Cascadian Farm: Organic cereal and granola brand owned by General Mills (a Purely Elizabeth investor); comparable on organic positioning and category overlap, with materially greater scale and distribution.
• Annie's Homegrown: Better-for-you CPG brand (owned by General Mills) spanning cereal, snacks, and baking; broader portfolio than Purely Elizabeth but operates in adjacent natural foods aisles with similar consumers.
• Kashi: Whole-grain cereal, granola, and snack brand owned by Kellanova; competes in the same natural-cereal aisle with similar better-for-you positioning and significantly larger scale.

Emerging players

• Vital Proteins: Collagen and functional protein brand intersecting with Purely Elizabeth's beauty-functional crossover strategy (e.g., Purely Glow granola with collagen); comparable on functional ingredient positioning and Gen Z targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC6VG4OlaBugLR7hg3Dq-Hsg
• Facebookfacebook.com/purelyelizabeth
• Instagraminstagram.com/purely_elizabeth
• TikToktiktok.com/@purely_elizabeth
• Pinterestpinterest.com/purely_elizabeth
• Xx.com/purelyelizabeth
• LinkedInlinkedin.com/company/purely-elizabeth

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Purely Elizabeth