Purely Elizabeth

Founded in 2009 by holistic nutritionist Elizabeth Stein, Purely Elizabeth has grown from a tiny New York City kitchen operation into the number one granola brand in America, now stocked in over 30,000 grocery stores across the US. Getting your hands on it in Canada, though, has always been a different story. That's where Natura Market comes in, bringing the full Purely Elizabeth lineup to Canadian breakfast tables without the cross-border guesswork.

The Purely Elizabeth Story: From Muffin Mixes to America's Top Granola

Purely Elizabeth didn't start as a granola company. It started as a moment of frustration. Elizabeth Stein was working as a certified holistic nutrition counselor in New York City, helping clients navigate their way to healthier eating. The problem was that every time she tried to recommend a gluten-free breakfast option that was actually nutritious and tasted good, she came up short. The grocery shelf was full of products that were either healthy but flavourless, or delicious but loaded with refined sugar and artificial ingredients.

So she started making her own. In 2009, with $5,000 in savings and a head full of ideas from her training at the Institute for Integrative Nutrition, Elizabeth created a line of muffin and pancake mixes using nutrient-dense ingredients like millet flour, almond flour, chia seeds, flax, hemp, and coconut sugar. She brought a batch of homemade blueberry muffins to a local triathlon to promote her nutrition counseling practice, and something unexpected happened. Nobody cared about the counseling. They just wanted the muffins.

That was the moment everything shifted. Elizabeth started selling her mixes at local stores in New York and Philadelphia, with her mom cold-calling Whole Foods buyers to get the products onto shelves. Then in 2011, she made a batch of granola for her mom, who tasted it and told her it was the best granola she'd ever had. Elizabeth pivoted the entire business to granola, hired her first two employees, and never looked back. By 2013, annual revenue had jumped from $200,000 to $2 million. By 2023, the company hit profitability. And today, Purely Elizabeth brings in over $147 million in annual sales, with backing from General Mills and a team of about 50 people working out of Boulder, Colorado.

What makes that growth story remarkable isn't just the numbers. It's how Elizabeth built it. She bootstrapped for seven years before taking outside investment. She never chased growth for its own sake. She just kept making food that tasted great and was made with ingredients she actually believed in. That patient, purpose-driven approach is baked into everything Purely Elizabeth does, and it's a big part of why the brand resonates so strongly with people who care about what they're eating.

Purely Elizabeth Certifications and What They Mean

Purely Elizabeth carries a stack of certifications that go well beyond the basics, and each one tells you something real about how these products are made.

Certified Organic. The vast majority of Purely Elizabeth products are certified organic by Organic Certifiers. In 2024, roughly 90% of their total ingredient poundage met certified organic standards. That means the oats, coconut sugar, coconut oil, quinoa, amaranth, chia seeds, and other core ingredients are grown without synthetic pesticides, herbicides, or GMOs.

Certified Gluten-Free. Every Purely Elizabeth product is certified gluten-free, not just "made without gluten" but independently verified to meet strict gluten-free standards. Their oat-based products use certified gluten-free oats, and the grain-free line avoids grains entirely.

Non-GMO Project Verified. Purely Elizabeth products carry the Non-GMO Project Verified seal, meaning they've been tested and verified through North America's most rigorous third-party non-GMO certification program.

Certified Vegan. Most products in the Purely Elizabeth lineup are certified vegan, with the exception of specialty items like the Collagen Protein Oats that contain animal-derived collagen.

Certified B Corp. Since 2015, Purely Elizabeth has been a certified B Corporation, scoring 93.1 on the B Impact Assessment (the median for ordinary businesses is 50.9). This certification evaluates the company's impact on workers, community, environment, and governance. It's not just a label; it represents a commitment to using business as a force for good.

Women-Owned. Purely Elizabeth is a women-owned and women-founded business, with Elizabeth Stein at the helm as Founder and CEO since day one.

For Canadians looking for breakfast products they can actually trust, this combination of certifications is hard to beat. When you shop Purely Elizabeth at Natura Market, you're getting products backed by the kind of transparency and third-party verification that most brands only talk about.

Shop Purely Elizabeth Products Available in Canada

Purely Elizabeth's lineup covers granolas, oatmeals, and cereals in a range of flavours and formats. Whether you're after a classic crunchy cluster to sprinkle over yogurt or a protein-packed oatmeal to power your morning, there's something here for every breakfast routine.

Ancient Grain Granolas

This is the line that put Purely Elizabeth on the map, and it's still the heart of the brand. Each ancient grain granola is built on a base of organic gluten-free oats, organic coconut sugar, and organic coconut oil, then layered with superfood seeds like quinoa, amaranth, chia, and sunflower seeds. The clusters are baked low and slow until they develop that signature crunch that fans can't stop talking about. Available flavours at Natura Market include the Original with hints of cinnamon and sea salt, Blueberry Hemp with juicy dried blueberries and nutty hemp seeds, Cranberry Pecan for a warm buttery finish, Pumpkin Cinnamon with organic pumpkin seeds for year-round fall vibes, and Vanilla Chocolate Chip loaded with organic fair trade dark chocolate chunks.

Nut Butter Granolas

If you like your granola extra rich and indulgent, the nut butter line takes things up a notch. The Maple & Almond Butter granola swirls creamy almond butter and real maple syrup into the ancient grain base for salty-sweet clusters that feel like a treat but are still organic, vegan, and free from refined sugar. It's the kind of granola that disappears faster than you'd expect.

Cookie Granolas

Part cookie, part granola, entirely addictive. Purely Elizabeth's cookie granola line is designed for people who want something that tastes like a freshly baked cookie but delivers actual nutrition. The Chocolate Chip version combines dark chocolate chunks with almond butter and coconut sugar for clusters that have a genuine cookie texture and crumble. The Oatmeal Raisin takes the classic cookie flavour and packs it with plump raisins and a warm cinnamon finish. Both are gluten-free and low in sugar compared to anything you'd find in the cookie aisle.

Probiotic Granolas

For anyone who wants gut health benefits baked right into their breakfast, the Chocolate Sea Salt Probiotic Granola combines fair trade dark chocolate chunks and coarse sea salt with GanedenBC30, a patented probiotic strain that actually survives the baking process. Most probiotics can't handle heat, but GanedenBC30 is protected by a natural spore that keeps it intact until it reaches your gut, where it activates and supports immune and digestive health. If you're exploring gut-friendly foods alongside your morning granola, The Coconut Cult probiotic yogurt makes an excellent pairing.

Grain-Free Granolas

For those avoiding grains altogether, Purely Elizabeth offers a grain-free option that still delivers on flavour and crunch. The Coconut Cashew Grain-Free Granola swaps oats and grains for a base of sunflower seeds, cashews, pumpkin seeds, almond flour, and coconut flakes, held together with cashew butter and sweetened with coconut sugar. It's a great fit for paleo and keto lifestyles while still tasting like proper granola.

Superfood Oatmeals

Purely Elizabeth's oatmeal line goes far beyond instant oats in a packet. Each serving is built on a foundation of organic oats, quinoa, amaranth, chia, and flax, delivering a blend of fibre, protein, and sustained energy that keeps you satisfied well past mid-morning. The Blueberry Flax Superfood Oatmeal adds prebiotic fibre from chicory root along with real blueberries and flax seeds for a sweet-tart flavour and 6g of fibre per serving. The newer High-Protein Maple Cinnamon Roll Oatmeal packs 10g of plant-based protein into a warm, bakery-style bowl that's ready in under five minutes. For fans of protein-rich morning options, Magic Spoon offers high-protein cereal alternatives that pair well with a Purely Elizabeth-style wellness routine.

Collagen Protein Oats

The Collagen Protein Oats in Vanilla Pecan blend grass-fed bovine collagen into the oatmeal base for a protein boost alongside ancient grains and superfood seeds. With 7g of protein, 3g of fibre, and only 2g of added sugar per serving, it's an easy way to work collagen into your morning without needing a separate supplement. If you're interested in collagen for skin and joint support, Vital Proteins offers complementary collagen products available at Natura Market.

Superfood Cereals

Purely Elizabeth's cereal line brings the same superfood philosophy to a classic flake format. The Vanilla Blueberry Almond Superfood Cereal starts with crispy oat and ancient grain flakes, then folds in dried blueberries and crunchy almonds for a bowl that's packed with fibre, protein, and vitamin D. The Chocolate Almond variety adds dark chocolate chunks and almonds for something that feels more like a treat but still delivers genuine nutrition. Both are gluten-free, sweetened with coconut sugar, and fortified with vitamin D.

What Makes Purely Elizabeth Different: The Ingredients That Matter

Plenty of breakfast brands market themselves as healthy, but Purely Elizabeth backs it up with ingredient choices that actually mean something. Here's what sets the brand apart at the ingredient level.

Ancient Grains and Superfood Seeds. While most granolas rely on oats alone, Purely Elizabeth weaves in quinoa flakes, puffed amaranth, chia seeds, flax seeds, hemp seeds, and sunflower seeds. Each one adds nutritional depth. Quinoa and amaranth are complete proteins. Chia and flax deliver omega-3 fatty acids and fibre. Hemp adds plant-based protein. Together, they turn a simple bowl of granola into something that actually fuels your body.

Coconut Sugar Instead of Refined Sugar. Every Purely Elizabeth product is sweetened with organic coconut sugar, an unrefined, low-glycemic sweetener that won't spike your blood sugar the way white cane sugar does. You won't find corn syrup, high-fructose sweeteners, or artificial sweeteners anywhere in the lineup.

Coconut Oil Instead of Seed Oils. Purely Elizabeth bakes everything with organic coconut oil rather than canola, soybean, or vegetable oils. Coconut oil contains medium-chain fatty acids that the body uses for energy rather than storing as fat, and it gives the granola a clean, rich flavour without any greasy aftertaste.

No Artificial Anything. No artificial colours, flavours, preservatives, or fillers. The ingredient lists are short, pronounceable, and overwhelmingly organic. When you flip a bag of Purely Elizabeth over and read the back, you'll recognize everything on it.

Sustainability and Giving Back: The B Corp Behind the Granola

Purely Elizabeth doesn't just make good food. They're actively working to make the food system itself better. As a certified B Corp since 2015, the company measures its impact on workers, community, environment, and customers, and holds itself accountable to improving across all of those areas year after year.

On the sourcing side, Purely Elizabeth has set a goal to source one-third of its total ingredient poundage from farms using regenerative agricultural practices by the end of 2026, and they're already well on track. They work with Big Tree Farms, the world's largest sustainable coconut supply chain, to source their coconut sugar in ways that support smallholder farming communities. And through partnerships with the Rodale Institute and the Whole Planet Foundation, they invest in farmer training, food security, and microcredit lending for farming communities abroad.

Closer to home, the Boulder-based team supports Growing Gardens, a local organization that provides organic produce and farming education to low-income communities. They also work with Planet FWD to measure and reduce their carbon footprint across ingredients, packaging, and transportation. For a breakfast brand, that's a pretty serious commitment to leaving things better than they found them.

Purely Elizabeth Canada — Frequently Asked Questions

Where can I buy Purely Elizabeth in Canada?

You can buy Purely Elizabeth granola, oatmeal, and cereal online in Canada at Natura Market. As a US-based brand manufactured in Boulder, Colorado, Purely Elizabeth can be difficult to find consistently on Canadian store shelves, but Natura Market ships their full range directly to customers across the country.

Is Purely Elizabeth gluten-free?

Yes. All Purely Elizabeth products are certified gluten-free. Their granolas and oatmeals use certified gluten-free oats, and the grain-free line avoids grains entirely. Each product carries an official gluten-free certification on the label.

Is Purely Elizabeth organic?

Yes. The majority of Purely Elizabeth products are certified organic by Organic Certifiers. Their core ingredients, including oats, coconut sugar, coconut oil, quinoa, amaranth, and chia seeds, are all organically sourced. In 2024, approximately 90% of the brand's total ingredient poundage was certified organic.

Is Purely Elizabeth vegan?

Most Purely Elizabeth products are certified vegan, including the ancient grain granolas, cookie granolas, nut butter granolas, and superfood cereals. The Collagen Protein Oats contain bovine collagen and are not vegan. Each label clearly indicates whether the product is vegan certified.

What makes Purely Elizabeth granola different from other granolas?

Purely Elizabeth granola is made with ancient grains and superfood seeds like quinoa, amaranth, and chia, sweetened with unrefined coconut sugar instead of cane sugar, and baked with coconut oil instead of vegetable oils. The brand carries certifications for organic, gluten-free, Non-GMO, vegan, and B Corp — a combination that very few granola brands in the market can match. It's also women-owned, founded and led by holistic nutritionist Elizabeth Stein.

Does Purely Elizabeth use refined sugar?

No. Purely Elizabeth sweetens their products with organic coconut sugar, a low-glycemic unrefined sweetener, and occasionally pure maple syrup. There is no refined white sugar, corn syrup, or artificial sweetener in any product.

Is Purely Elizabeth a B Corp?

Yes. Purely Elizabeth has been a certified B Corporation since 2015, scoring 93.1 on the B Impact Assessment compared to a median score of 50.9 for ordinary businesses. The certification evaluates the company's social and environmental impact across governance, workers, community, environment, and customers.

What are the best Purely Elizabeth products to try first?

If you're new to the brand, the Original Ancient Grain Granola is the classic starting point and the product that made Purely Elizabeth famous. For something more indulgent, the Chocolate Chip Cookie Granola is a fan favourite. And if you want a complete breakfast, the Blueberry Flax Superfood Oatmeal is a nutrient-packed way to start your morning.