BERKELEY, Calif., Aug. 23, 2016 /PRNewswire/ -- Annie's, Inc.,
maker of America's favorite childhood foods with natural and
organic ingredients, launched its new brand campaign demonstrating
how the company is bringing delicious, organic food to nearly every
aisle of the grocery store, and making organic more accessible than
ever before.
On the heels of a compelling survey, the campaign was guided by
findings that show only 23 percent of people in the U.S. believe
they can afford to buy organic food and only 25 percent of people
believe that organic versions of their family's favorite foods are
available in their grocery store.1 Having seen rapid
expansion over the last few years, Annie's plans to launch 30 new
certified organic innovations this year, with new offerings in a
variety of categories, including cereal, yogurt, soup and baking.
In addition to its growing portfolio, Annie's will also see
increased distribution for both new and existing products
nationwide.
"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."
The new integrated digital campaign, "Organic for Everybunny"
reinforces today's consumer demand for organic, which has seen
double digit growth since 2015.2 The campaign launched
on Facebook on Friday, Aug. 19, where
Annie's has already seen huge success engaging and nurturing its
loyal fan base, and aims to reach new and existing households. The
campaign, which marks Annie's largest campaign spend to-date,
features Annie's latest certified organic product innovations,
including yogurt, cereal, granola bars and soup, alongside
irresistibly cute live bunnies in videos tailored to viewers.
Additional survey findings include:
- Only 31 percent of people
think buying organic foods positively impacts the environment.
- Only 34 percent of people believe that organic foods taste
as good as conventional foods.
The campaign will run on Facebook and other digital channels
through the fall.
About Annie's
Annie's, Inc. is a natural and organic food brand offering
great-tasting products in large packaged food
categories. Annie's products are made without artificial
flavors, synthetic colors and preservatives common in many
conventional packaged foods.
Additionally, Annie's sources ingredients so as to avoid
synthetic growth hormones and genetically modified food
ingredients. Today, Annie's offers over 300 products and
is present in over 70,000 retail locations in the United
States and Canada. Founded in 1989, Annie's is
committed to operating in a socially responsible and
environmentally sustainable manner. Annie's is a proud member of
the natural and organic portfolio of General Mills. For more
information, visit www.annies.com.
1 Annie's Organic Beliefs Survey. (2016, Aug.).
Sample size of 200 general population respondents living in the
U.S. surveyed via online quantitative study pertaining to taste,
availability and price of organic foods.
2 McEvoy, Miles, United States Department of
Agriculture. (2016, April). The Organic Industry Continues
Double Digit Growth. Retrieved from: Retrieved from
http://www.ucsusa.org/sites/default/files/legacy/assets/documents/food_and_agriculture/greener-pastures.pdf.
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SOURCE Annie's, Inc.