1Own brand (Purely Elizabeth — granola, oatmeal, ~30k U.S. stores)
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Aug 2024
Proposition 65 60-day notice: lead in Oatmeal Raisin Cookie Granola
Clean Product Advocates, LLC filed a 60-day notice of intent to sue Purely Elizabeth LLC under California Proposition 65, alleging that Oatmeal Raisin Cookie Granola (UPC 810589031971) contains lead without the required clear and reasonable warning. Lead is listed under Prop 65 as known to cause cancer, birth defects, or other reproductive harm. The notice stated consumers were exposed via ingestion without proper warnings and gave the company 60 days to add warnings or remove the contamination before potential enforcement.
Series B: $50M co-led by SEMCAP Food & Nutrition and Swander Pace
Purely Elizabeth closed a $50 million Series B round co-led by SEMCAP Food & Nutrition and Swander Pace Capital, with Fresh Del Monte as co-investor. It was the first investment from SEMCAP's Food & Nutrition division (John Haugen, former head of General Mills' 301 Inc.); Haugen had led the 2017 Series A and rejoined the board. Funds were earmarked for product innovation, e-commerce, and marketing; the company had achieved ~55% CAGR and nearly doubled retail presence from 8,000 stores (2018) to 15,000 (2021).
Recall: Chocolate Sea Salt Probiotic Granola (undeclared walnut)
Purely Elizabeth voluntarily recalled Chocolate Sea Salt Probiotic Granola due to a mislabeling error: pouches labeled for Chocolate Sea Salt had been filled with Maple Walnut Probiotic Granola, resulting in undeclared walnuts. The recall covered 166 cases, lot code OH29519 (Best by 10/21/20, UPC 855140002687), and posed a risk to consumers with tree nut allergies. The FDA posted the recall.
Purely Elizabeth voluntarily recalled three grain-free granola varieties—Coconut Cashew, Banana Nut Butter, and Pumpkin Spice + Ashwagandha—due to potential presence of foreign material linked to cashews from a vendor during spring 2019. The company replaced the supplier and offered free replacements. The FDA posted the recall.
Purely Elizabeth raised $3 million in a Series A round led by General Mills' venture arm 301 Inc. (John Haugen). The capital supported scaling manufacturing, distribution, and product lines. Haugen later led SEMCAP Food & Nutrition's investment in the 2022 Series B and rejoined the board.
Probiotic granola launch (first probiotic granola in category)
Purely Elizabeth launched probiotic-infused granola in two flavors—Maple Walnut and Chocolate Sea Salt—marketed as the first granolas to contain a probiotic ingredient. The gluten-free products were developed in Stein's Boulder kitchen and expanded the brand's better-for-you positioning in the natural channel.
Purely Elizabeth's Ancient Grain Granola debuted in all 1,789 Target stores nationwide (June 8). The launch included Original, Pumpkin Fig, and Cranberry Pecan. The company also moved headquarters from Manhattan to Boulder, Colorado, and manufacturing to Denver.
Purely Elizabeth became a Certified B Corporation. The company, based in Boulder and focused on food products, emphasizes organic ancient grains, certified gluten-free oats, and products that are organic, vegan, gluten-free, and non-GMO. B Corp status reflects commitments to social and environmental performance.
Purely Elizabeth expanded into all Whole Foods Market locations nationwide after successful distribution in seven regions. The brand had been a Whole Foods partner from early on; the national rollout coincided with revenue reaching around $2 million in 2013.
Elizabeth Stein created a granola recipe that her mother loved and concluded it was stronger than her muffin mixes. She pivoted the company to focus on granola, using organic ancient grains (chia, amaranth, hemp, quinoa), which became the core of Purely Elizabeth's hand-baked, gluten-free positioning.
Elizabeth Stein, a holistic health counselor, founded Purely Elizabeth in New York City after studying superfood ingredients and food as medicine. She invested $5,000 and made and shipped products from her apartment kitchen, initially selling gluten-free muffin mixes at a triathlon as a side hustle. The brand name reflected her commitment to pure, nutrient-dense ingredients; the company later moved to Boulder and grew into a leader in the natural granola and breakfast category.
