BERKELEY, CALIF. — Annie’s, Inc., a subsidiary of General Mills, Inc., plans to launch 30 new certified organic products this year spanning the categories of cereal, yogurt, soup and baking. To support the introductions, the brand has initiated a new integrated digital campaign underscoring its goal to make organic food more accessible.
The campaign was guided by survey findings that indicate 23% of consumers believe they can afford to buy organic food and 25% believe organic versions of their family’s favorite foods are available in their grocery store.
In addition to the new innovations, Annie’s is increasing distribution for both new and existing products nationwide.
|John Foraker, president at Annie’s|
“Annie’s has been passionate about organic for decades and believes it’s better for families, farmers and the planet we all share,” said John Foraker, president at Annie’s. “But, we don’t think organic should be reserved for certain social or economic demographics. That’s why we are putting a stake in the ground and making organic more accessible for more people in the U.S.”
Marking Annie’s largest marketing campaign spend to date, the “Organic for Everybunny” campaign highlights the brand’s newest certified organic offerings and will run on Facebook and other digital channels through the fall.
Since General Mills acquired Annie’s almost two years ago, the brand has expanded into seven new categories across the grocery store, including soup, cookies, yogurt, refrigerated baking products, cereal, baking mixes and frozen sandwiches.
“When Annie’s joined General Mills, we did so with the goal of bringing more of our great tasting, organic products to more stores and more people across the country, with zero compromise to our company mission,” Mr. Foraker said. “If you’ve been following our progress, I think you can see we are doing exactly that.”Added Dan Stangler, marketing director for Annie’s, “Even as our quantity of offerings increases rapidly, no compromises to Annie’s brand standards have been made — in fact, our quality and mission focus is higher than ever.”