Purely Elizabeth is the go-to granola for "it" girls

Business is booming for Purely Elizabeth , a Boulder-based natural foods brand that specializes in crunchy clusters of granola baked with organic oats.

The big picture: Since launching in 2009, Purely Elizabeth products are now in more than 30,000 major retail stores nationwide.

• Along the way, the granola has become a go-to for celebrities and influencers, like fashion models Karlie Kloss and Kaia Gerber , jewelry designer Jennifer Fisher and social media star Emily Mariko .

By the numbers: In the first quarter of this year, sales spiked 56% year-over-year, coinciding with the May rollout of its first-ever large-scale advertising campaign .

• The publicity push follows a $50 million investment Purely Elizabeth received in 2022.
• That money was key to the company launching new products, including its Cookie Granola line, which became available this month for full distribution at all major retailers.

What they're saying: CEO and founder Elizabeth Stein told Axios Denver she "couldn't be happier" to have based her business in Boulder.

• "Boulder was really the epicenter of the natural foods community and it felt like an amazing opportunity," she said by email.
• When we asked her if she'd consider moving the brand in the wake of the latest growth spurt, her answer was clear: "No, this is the home for us."

What's next: Stein is focused on expanding the company's distribution and reaching new consumers through the latest large-scale ad campaign.

• That includes TV and online commercials along with billboards across major markets, including here in Denver, as well as Los Angeles, Chicago, Seattle and Boston.
• Purely Elizabeth is also expanding its reach through new partnerships, including with Goop, a wellness and lifestyle brand founded by actress Gwyneth Paltrow.