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 also 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.