Annie’s Homegrown plans to launch 30 original certified organic products this year, with new options in cereal, yogurt, soup and baking. At this time, the company—which was purchased by General Mills 2014—will also be launching a new brand campaign called “Organic for Everybunny.”
The new integrated digital campaign reinforces today’s consumer demand for organic, which has seen double-digit growth since 2015. The campaign launched on Facebook on Aug. 19, where it will run through the fall.
The campaign, which marks Annie’s largest campaign spend to-date, aims to convince modern consumers that eating organic is possible for everyone. According to exclusive research performed by the company, only 23 per cent of people in the U.S. believe they can afford to buy organic food.
“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.”
