Nutrition Coach Turns $250 Million Brand into Global Breakfast Powerhouse

Elizabeth Stein, a nutrition coach turned entrepreneur, has built a brand from humble beginnings to become one of the largest players in the natural foods industry. The 45-year-old CEO will remain at the helm after Ferrero's acquisition of her company, Purely Elizabeth.

In 2008, Stein started promoting healthy muffins at triathlons and discovered they were a hit with potential customers. She took out $5,000 from her savings to start selling muffin mixes online and later expanded into granola after trying a recipe on a whim. Her mother's suggestion to use puffed quinoa in a new product led to the creation of Purely Elizabeth's signature granola.

Stein's company quickly gained traction, with Whole Foods selling her products in six regions within two years and nationwide the next year. The brand expanded to Target and Walmart, becoming the top-selling granola at natural grocers nationwide.

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Today, Purely Elizabeth is available in over 30,000 stores across the country, with sales exceeding $300 million last year. Stein's company has become a leader in the breakfast cereal market, with her brand selling nearly four times faster than the overall category growth.

Ferrero's acquisition of Purely Elizabeth marks one of the largest deals in the natural foods industry recently. The Italian chocolate and candy giant is paying an estimated $800 million for the company, which Stein will continue to lead as CEO. Stein says she chose Ferrero because of its commitment to long-term growth and its focus on family-owned values.