In Colorado, 301 INC, the General Mills venturing unit, invested $3 million in Purely Elizabeth, a natural foods company known for creating nutrient-dense granola, oatmeal, muesli and cereal. The funds will support new product development and expedite the brand’s growth trajectory in natural and conventional grocery channels.
Purely Elizabeth will launch a line of superfood mushroom-powered Wellness Bars to promote health benefits ranging from immune and neurological health to cholesterol management and increased circulation. Made from a base of the brand’s best-selling Original Ancient Grain Granola combined with Om Mushroom Formula, the new bars will be available in five functional and carefully crafted flavors designed to cater to individual needs and will be on store shelves nationwide in August 2017.
301 INC’s minority investment is the first and only outside funding the brand has accepted to date, and will allow Purely Elizabeth to launch new lines at a faster pace.