Boulder natural food company Purely Elizabeth has received a $3 million minority investment from General Mills.

The money came from General Mills’ innovation unit, 301 INC, to fuel growth of the brand and add items to Purely’s line of products such as granola, oatmeal and cereal. For now, the focus is on bringing a line of mushroom-laden nutrition bars to market under the Purely Elizabeth banner.

“I’m excited about diving in to create more better-for-you products,” said Elizabeth Stein, founder and CEO.

Purely Elizabeth moved from New York to Boulder in 2014. “There’s a ton of energy and passion and a ton of talented people in the Denver-Boulder area,” said John Haugen, 301’s vice president and general manager. “We like Elizabeth’s because it’s a remarkable product and it’s an extendable product.

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