Simply Elizabeth: Challenging Protein Mania with Granola

Simply Elizabeth, a leading granola brand, is challenging protein trends with its new Protein Ancient Grain Granola. The campaign playfully mocks excessive protein consumption while highlighting the brand's natural approach and commitment to quality ingredients.

Simply Elizabeth’s Market Dominance and Growth

The bet on healthy protein might contribute to existing sales momentum for Simply Elizabeth, which has actually doubled in size in the last two years and attained $200 million in overall brand sales in 2025. It is targeting $300 million in sales in 2026, per formerly shared figures.

The business, which was founded in 2009 by alternative nourishment counselor Elizabeth Stein, says it is now No. 1 in the U.S. granola sector in both buck and unit sales, exceeding older opponents like Quaker Oats and Kind. The granola market is approximated to stand for regarding $1.3 billion, according to multioutlet data examined by Spins.

Challenging Protein Trends with a Humorous Campaign

A 30-second area opens with a female taking pleasure in Simply Elizabeth’s granola before encountering a range of oddball protein indulgences, such as sweet, wine and also tooth paste, leading to a hesitant action. For Totally Elizabeth, a fracture right into the red-hot protein category might be read as belated yet makes feeling as granola consumption habits proceed to expand. A large campaign behind Protein Ancient Grain Granola additionally comes as 70% of United state customers claim they’re trying to consume even more protein in their diet regimen, up 8 portion factors from 2021, per information from the International Food Info Council. The craze has led to scarcities of ingredients like whey healthy protein concentrate and resulted in a surge of food and drink products that emphasize protein web content.

Protein Old Grain Granola, which struck store shelves in Might, surpassed category thresholds in its very first month on the market, Simply Elizabeth said.

“We picked that since we really are seeing that real-time sporting activities has a method to appear in a manner that a lot of other media doesn’t have anymore from a fragmentation technique,” claimed Joh. “Tennis continues to reverberate with consumers, and specifically younger consumers.”.

Marketing Strategy and Target Audience

The CPG brand has actually generally been spending extra in experiential, digital and creator-first marketing, consisting of through experiments on TikTok Store, which it began making use of late in 2015, according to Joh. While TikTok Store offers a chance to boost sales, it’s better as an understanding and involvement vehicle driver for crucial development audiences for Simply Elizabeth, Joh discussed. The brand name overindexes with Gen Z and more youthful millennials.

Product Line and Distribution

Protein Old Grain Granola, which struck shop shelves in May, surpassed group limits in its initial month on the market, Purely Elizabeth stated. The item schedule, which comes in Cinnamon Salute, Almond Butter & Berries and Dark Chocolate Blueberry flavors, is readily available at Target, Kroger, Sprouts, Whole Foods, Publix and choose Costco places by area. As it competes to keep lead in granola, Purely Elizabeth prepares to remain to press against the grain of packaged foods group norms.

For Purely Elizabeth, a split right into the red-hot healthy protein classification might be read as belated yet makes good sense as granola usage behaviors remain to expand. A significant campaign behind Protein Ancient Grain Granola also comes as 70% of united state consumers state they’re attempting to consume even more healthy protein in their diet plan, up 8 percentage points from 2021, per information from the International Food Info Council. The craze has actually resulted in shortages of components like whey protein concentrate and led to a surge of food and drink items that stress protein web content.

Evolution of Granola and Protein Opportunities

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“What’s truly fascinating regarding just how the granola market has advanced is it’s no more just a breakfast food. It has actually progressed right into snacking, right into treat, etc,” said Joh. “When you take a look at that and the protein trend on the whole, there was a chance for us to be the complement to Greek yogurt, the enhance to also froyo and ice cream.”.

This is Simply Elizabeth’s initial work with Wpromote x Titan Spoon considering that calling the store its media agency of document in April. TDA_Boulder, an existing companion that is also based in Purely Elizabeth’s hometown of Stone, Colorado, took care of the imaginative.

“It’s just leaning right into a little bit more of that comedic take, so you could see a little bit even more of the character of Simply Elizabeth also come through,” Joh claimed. “We simply believed, ‘Hey, let’s not take ourselves too seriously.'”.

Campaign Details and Creative Approach

“Our method is that we have actually never ever thought of ourselves as a food brand name, we’ve constantly considered ourselves as a contemporary health lifestyle brand name, and that is mirrored in exactly how we go to market from our projects, in addition to the kind of developers that we end up collaborating with,” stated Joh.

Brand Philosophy and Market Position

Advertisements debuting Monday will certainly show up throughout straight US Open programs, Amazon Prime Video, Netflix, Hulu, HBO Max, paid social, programmatic and an out-of-home requisition of the Columbus Circle metro station in New york city City that prolongs via completion of July. The effort, titled “Protein Item Chaos,” ribs the concept of protein-maxxing, or consuming large amounts of products rich in the macronutrient, no matter the source. Messaging eschews targeting the gym-obsessed group to rather highlight high quality and preference.

Totally Elizabeth, an independently held challenger brand name that lays insurance claim as the No. 1 granola in the U.S., is poking fun at healthy protein mania as it aims to separate its very own offering in the flourishing snacking area, Marketing Dive can share. A new Protein Old Grain Granola line is supported by a national project that represents the company’s largest media investment in a product launch to day, speaking with self-confidence in carving out a share of a protein market that is, for some, starting to feel oversaturated.

Launch Events and Influencer Collaboration

As a soft launch for the healthy protein line, Simply Elizabeth in May organized a two-day pop-up in Los Angeles fixated a Protein Granola frozen yogurt vehicle run in collaboration with Go Greek. Product seeding was additionally done via mailers, TikTok Shop associates and work with influencers like Dairy Kid founder Paige Lorenze.

A 30-second place opens with a lady enjoying Simply Elizabeth’s granola before running into a selection of strange protein extravagances, such as sweet, wine and also toothpaste, bring about a hesitant action. Simply Elizabeth, in brainstorming the principle with its companions, dropped a “rabbit opening” of discovering actual protein-packed products like beer and gummies to educate its technique, according to Joh. The ad nearby clarifying that Totally Elizabeth does not include protein to its food in the form of isolates and fillers that make best use of performance, yet instead starts with the macronutrient by using all-natural ingredients like seeds, nuts and oats.