Purely Elizabeth, the Boulder, Colo.-based wellness brand built on ingredient-forward granolas, is moving into the protein category with the May 12 launch of its Protein Ancient Grain Granola. The new line delivers 10 grams of protein per serving sourced entirely from nuts, seeds, and oats — no protein powders or isolates — positioning it squarely within the clean-label movement that continues to reshape purchasing decisions across retail and foodservice alike. For restaurant and hospitality operators, the timing is notable. Consumer appetite for high-protein, minimally processed breakfast and snack options has been one of the steadiest trends reshaping morning daypart menus over the past several years. A granola that hits a double-digit protein count from recognizable whole-food ingredients gives operators a differentiated story to tell guests without requiring back-of-house reformulation work. It can slot into parfait builds, acai bowl toppings, grab-and-go packages, or hotel buffet stations with minimal friction. Purely Elizabeth has built its retail identity around ancient grains — amaranth, quinoa, and millet — combined with coconut oil and unrefined sweeteners. That same formulation philosophy carries into the new protein line, which the brand says is designed to be both craveable and clean. For operators who have been navigating guest skepticism around ultra-processed protein additives, that ingredient transparency may be a meaningful selling point when staff are communicating menu decisions to health-conscious diners. Our [restaurant food trends coverage](/food/trends) has tracked growing consumer resistance to artificial fortification across breakfast categories. The launch also reflects a broader industry pattern: heritage natural-food brands expanding their product architecture to capture the protein halo without abandoning the clean-label equity they have spent years building. As [beverage industry analysis](/beverage/industry-trends) at our sister publication [Food & Beverage Magazine](https://fb101.com/?utm_source=rhfnews&utm_campaign=powered_by) has documented, protein positioning has become one of the most competitive battlegrounds in packaged food, with brands racing to stake credible claims before the category becomes crowded with less differentiated entries. Purely Elizabeth's Protein Ancient Grain Granola is available now through the brand's direct-to-consumer channel and is expected to expand into broader retail distribution. Operators interested in wholesale or foodservice supply channels should contact the brand directly for availability and format options. Written by Michael Politz, Author of [Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1)](https://www.amazon.com/Beverage-Magazines-Guide-Restaurant-Success/dp/1119668964), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.