# Granola Brand Acquisitions Ferrero Has Acquired Functional Granola Brand Purely Elizabeth By Adam Harrie | Published 2026-08-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/functional-granola-brand References: [fooddive](https://www.fooddive.com/news/ferrero-buys-purely-elizabeth-breakfast-better-for-you-expansion/827963/) & [ferrero](https://www.ferrero.com/int/en/news-stories/news/ferrero-group-to-acquire-purely-elizabeth)  Ferrero acquired Purely Elizabeth, adding the [functional granola brand](https://www.trendhunter.com/trends/high-protein-granola) to Ferrero's better-for-you foods portfolio in North America alongside Eat Natural, Fulfil and Power Crunch. The acquisition reflects Ferrero's strategy to expand its presence in high-growth breakfast categories, as Purely Elizabeth doubled sales over the past two years to reach $200 million in brand sales last year. Purely Elizabeth built momentum by leaning into functional ingredient trends favoring protein and fiber, offering granola enhanced with [protein, prebiotic fiber and collagen](https://www.trendhunter.com/trends/proteinpacked-granola). Founded in 2009, the company reportedly put itself up for sale for more than $600 million. Ferrero's move continues a decade-long acquisition streak that has included Nestlé's U.S. chocolate business and Kellogg's cookies and fruit snacks division. Ferrero's acquisition shows that protein- and fiber-forward positioning has become a genuine growth driver. Image Credit: Ferrero Group ## Trend Insights (Trend Hunter) - Score: 7.9/10 - Popularity: 62% | Activity: 85% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Functional Breakfast Consolidation:** Major food companies are acquiring high-growth breakfast brands as functional claims transform everyday pantry staples into scalable wellness platforms. - **Protein-fiber Positioning:** Protein, prebiotic fiber and collagen inclusions are reshaping granola from a conventional snack into a premium performance-oriented category. - **Better-for-you Portfolio Expansion:** Legacy confectionery and snack businesses are using health-led acquisitions to diversify beyond indulgence and capture shifting consumer demand. ### Who This Affects Most - **Packaged Foods:** Strategic brand acquisitions in packaged foods are accelerating as incumbents seek faster access to niche products with proven growth and wellness credibility. - **Breakfast Foods:** The breakfast category is becoming a competitive arena for functional ingredients, premium pricing and brand differentiation beyond traditional cereal formats. - **Health and Wellness:** Consumer interest in gut health, protein intake and cleaner nutrition is creating new whitespace for food brands positioned at the intersection of convenience and efficacy. ## Related on Trend Hunter - [Brazilian Better-For-You Snack Acquisitions](https://www.trendhunter.com/trends/bold-snacks.md) - [High-Fiber Fruit-Infused Granolas](https://www.trendhunter.com/trends/fruitola-fruit-granola.md) - [High-Protein Granola](https://www.trendhunter.com/trends/highprotein-granola.md) - [Beauty-Inspired Granolas](https://www.trendhunter.com/trends/purely-glow-granola.md) - [Protein-Packed Wholegrain Granolas](https://www.trendhunter.com/trends/quaker-protein-granola.md) - [Whole-Food Protein Granolas](https://www.trendhunter.com/trends/wholefood-protein-granolas.md) - [Protein-Rich Granola Clusters](https://www.trendhunter.com/trends/premier-protein-2.md) - [Protein Fatigue Campaigns](https://www.trendhunter.com/trends/purely-elizabeth-campaign.md) - [Dessert-Like Protein Granolas](https://www.trendhunter.com/trends/fuel10k-granola.md)