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Featured Article

Pure and Simple

For Elizabeth Stein, Whose Celebrated Granola Brand Launches a New Flavor This Month, Wellness Is All about Balance

Article by Linden Butrym

Photography by Courtesy of Purely Elizabeth

Originally published in Boulder Lifestyle

Purely Elizabeth founder Elizabeth Stein isn’t afraid to play favorites with her nutritious granolas, oatmeal, and cereal. Cookie Granola, the scrumptious clusters of organic oats and whole grains in flavors of chocolate chip, oatmeal raisin, and double chocolate, is her top choice “by far,” she says. “It’s a total game changer, whether for breakfast on top of yogurt or straight out of the bag as a snack.” This month, Elizabeth adds peanut butter to the Cookie Granola roster. Like her other products—all of which are gluten-free, vegan recipes with simple, nourishing ingredients—it’s probably going to be an instant hit.

Elizabeth, a certified holistic nutrition counselor, developed a love for healthy cooking in high school. She made her first batch of granola from her kitchen in New York in 2011, relocated to Boulder three years later, and has since built a brand beloved by health-conscious celebs and consumers everywhere. In addition to her products, Elizabeth has published a cookbook and launched a podcast, both dedicated to promoting ways to live purely. “To me, wellness is about achieving a holistic sense of balance—nourishing our bodies, minds, and spirits, and embracing practices that support our long-term health and happiness,” she says.

Before we hurry to Whole Foods for a bag of Cookie Granola, we chat with Elizabeth about her love for Boulder, what she’s cooking this winter, and her dreams for the new year.

What prompted your move from New York City to Boulder?
I was ready for a change. Boulder is the epicenter of the natural foods industry. It was the perfect opportunity to live in a place surrounded by nature, with an emphasis on health and wellness that aligns with my own values.

How did it feel the first time you saw Purely Elizabeth in a store?
I remember walking into Westerly Natural Market in New York City, spotting the product, and standing there, taking it in. It was an unforgettable moment of pride, excitement, disbelief, and motivation to keep going. I still get that feeling every time I see our product on a store shelf. 

What lessons have you learned while running your own business?
The importance of adaptability and resilience. Challenges are inevitable, but how you approach them defines your path forward.

During these chillier months, what do you enjoy cooking?
My go-to dessert is a baked apple crisp topped with our granola. It's the perfect blend of warm, spiced apples and crunchy goodness, and it fills the house with the most amazing aroma. For meals, I gravitate toward hearty soups. One of my favorites is a velvety protein butternut squash soup made with bone broth and cottage cheese. I love adding toasted seeds on top for an extra crunch and nutritional boost.

If you could have a home-cooked meal with anyone, who would it be?
My grandfather, who is no longer with us. I’d serve him a bowl of Purely Elizabeth granola, yogurt, and fresh fruit. I can’t imagine what his reaction would be to tasting something that embodies everything I’ve worked hard to create. It would be such a special and emotional moment.

Describe your perfect Boulder day.
I wake up early and work out, whether it's on the Peloton, strength training, or a hike with my two Portuguese Water Dogs. Lucky’s Bakehouse has the best gluten-free pastries, so I go there before the morning rush to pick up treats for our office. Sometimes I stop at Wonder for a juice with ginger, lemon, and apple. I also love the shaved kale salad at Oak at Fourteenth. In the evenings, I read a good book and hang out in my sauna.

What do you hope to achieve in 2025?
My goal is to build on the momentum we’ve achieved while staying true to Purely Elizabeth’s mission of helping our community thrive on their wellness journey. Personally, I want to continue growing as a leader and empowering our team. This year is about refining our culture, nurturing our people, and continuing to use business as a force for good.

For more on Purely Elizabeth products, including where to buy, visit PurelyElizabeth.com.