Purely Elizabeth

Purely Elizabeth sells certified-gluten-free granola, oatmeal, pancake & baking mixes, and grain-free cereal clusters. Bags and cups run $5–$9 at retail and $6–$12 on its direct-to-consumer site, placing the line in the premium natural segment. Distribution is omnichannel: nationwide placement in Whole Foods, Target, Kroger, Costco, plus Amazon and purelyelizabeth.com subscriptions. The brand built early recognition by baking ancient-grain granolas sweetened with coconut sugar and coconut oil, then adding probiotics and adaptogens such as reishi and ashwagandha. Standout SKUs include Original Ancient Grain Granola, Collagen Oats cups, and Grain-Free Superfood Cereal that carries a “Certified Keto & Glyphosate-Free” seal. Core buyers are 25-45-year-old wellness-oriented women who read ingredient panels, track macros, and follow paleo, keto, or gluten-free regimens. They value functional nutrition, clean labels, and female-founded, B-Corp-certified companies that publish carbon-reduction goals. Purely Elizabeth competes in the crowded better-for-you breakfast set against legacy natural cereal labels and venture-backed snack startups. It differentiates through a probiotic granola patent, third-party certifications (Non-GMO, Gluten-Free, Vegan, Keto), and vibrant, color-blocked packaging that signals superfood content while commanding a 20-30 % shelf premium over mainstream granola.