Annie’s
Annie's Homegrown, a General Mills subsidiary, is an organic consumer packaged food brand offering mac and cheese, snacks, breakfast mixes, soups, and refrigerated doughs targeted at families with children seeking USDA-certified organic, non-GMO products free from artificial ingredients, sold through grocery, mass, and natural food retailers across North America.
- Company typePrivate
- Founded1982
- HeadquartersBerkeley, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Annie’s does
Annie's Homegrown is a United States-based consumer packaged goods brand specializing in organic food products for children and families, operating as a wholly-owned subsidiary of General Mills. The brand's product portfolio spans more than 20 family-friendly categories, with core lines in macaroni and cheese (organic, gluten-free, vegan, microwavable, and high-protein variants), snacks (Cheddar Bunnies crackers, Bunny Grahams, fruit snacks, granola bars), refrigerated doughs (crescent rolls, cinnamon rolls, biscuits), baking and breakfast mixes (pancake and waffle), canned soups, and fruit sauce pouches. Products are differentiated by USDA Organic certification, Non-GMO Project Verified labeling, and a brand-wide exclusion of artificial flavors, synthetic colors, and high fructose corn syrup.
The company sells through mainstream grocery retailers, mass merchants, and natural food stores across the United States and Canada, with additional e-commerce availability. Underlying supply chain partnerships include Organic Valley for organic dairy, dedicated sourcing of 99% organic sugarcane and 99% organic cacao, 100% RSPO-certified palm oil, and a sustainability partnership with The Xerces Society. Marketing is delivered through owned channels including The Learning Burrow content hub and active social media presence on Facebook, Instagram, TikTok, Pinterest, and YouTube, supplemented by the Box Tops for Education community program and a published cookbook with HarperCollins.
The business model is consumer packaged goods sales through retail channels, generating revenue via one-time product purchases at standard CPG price points. Pricing is not publicly disclosed on the brand's website and varies by retailer and channel. The company does not operate a mobile application, does not expose APIs or SDKs, and discloses no proprietary technology platform beyond standard e-commerce and content operations. There is no evidence of AI/ML capabilities in the source data.
Annie’s firmographics
Firmographics- Name
- Annie’s
- Legal name
- Annie's Homegrown
- Website
- https://annies.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Annie's Homegrown, a General Mills subsidiary, is an organic consumer packaged food brand offering mac and cheese, snacks, breakfast mixes, soups, and refrigerated doughs targeted at families with children seeking USDA-certified organic, non-GMO products free from artificial ingredients, sold through grocery, mass, and natural food retailers across North America.
- Ownership category
- akta.pro rank
Annie’s industry classification
Industry- Product category
- Organic Packaged Foods
- NAICS
- Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182), Snack Food Manufacturing (31191), Nonchocolate Confectionery Manufacturing (311340), Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Food And Kindred Products (2000), Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG)
- akta.pro secondary industries
- Soup, Chili & Comfort Foods (Self-Serve or Packaged) (CRAHAKAF), Frozen prepared meals & entrées manufacturing (AFAKAHAA)
Keywords
Where Annie’s is headquartered
LocationHeadquarters
- HQ city
- Berkeley
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Annie’s business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: Annie's generates revenue through the sale of packaged food products including mac and cheese, snacks, crackers, granola bars, fruit snacks, baking mixes, and soups. Products are sold through retail grocery stores, mass merchants, and natural food retailers across the United States and Canada.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Annie’s product offering
Product offeringCore offering
Annie's is a consumer packaged food brand that manufactures and sells USDA Certified Organic and Non-GMO Project Verified food products for families and children, including macaroni and cheese, crackers, fruit snacks, granola bars, baking mixes, refrigerated doughs, and soups. The brand operates as a wholly-owned subsidiary of General Mills and sells through retail grocery, mass merchant, natural food, and online channels across the United States and Canada.
Product overview
Annie's is a family-focused organic food brand owned by General Mills, offering a diverse portfolio of products primarily centered around mac and cheese, snacks, and convenience food items. The core product lines include Mac & Cheese (with organic, gluten-free, vegan, and microwavable varieties), Snacks (featuring iconic bunny-shaped Cheddar Bunnies crackers, Bunny Grahams, and fruit snacks), Special Diets products (gluten-free, vegan, and peanut-free facility options), and Pancake & Waffle Mixes. The brand differentiates through certified organic ingredients, non-GMO verification, and commitment to real cheese and wholesome ingredients without artificial flavors, synthetic colors, or high fructose corn syrup. Annie's operates in over 20 family-friendly product categories and emphasizes sustainability through partnerships with organic farmers and environmental initiatives.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- No artificial flavors, synthetic colors, or high fructose corn syrup in any products
Companies that use Annie’s
Customer profileSegments3 records
Ideal customer profiles3 records
Annie’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Annie’s partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Organic ValleycoreAnnie's prioritizes working with dairy cooperatives and family farmer groups like Organic Valley for organic offerings. This partnership ensures a reliable supply of high-quality organic dairy ingredients for Annie's cheese and dairy-containing products.
- The Xerces SocietyminorAnnie's Organic Bees, Bugs, and Butterflies Fruit Snacks celebrate the company's partnership with The Xerces Society, an organization dedicated to protecting the natural world through the conservation of invertebrates and their habitats. The partnership aligns with Annie's commitment to environmental sustainability.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Annie’s competitors and assessment
Company assessmentDirect peers
- Amy's Kitchen: Private organic prepared-food brand with a portfolio spanning meals, snacks, and kids' products directly comparable to Annie's organic CPG offering and family-focused positioning.
- Cascadian Farm: General Mills-owned organic brand (frozen produce, cereal, granola) operating under the same parent as Annie's, competing on the same organic shelves with overlapping distribution.
- Happy Family Organics: Organic baby and kids food brand (owned by Danone) offering pouches, snacks, and meals that overlap directly with Annie's kids-focused organic portfolio.
- Plum Organics: Organic baby, toddler, and kids food brand owned by Sun-Maid, competing with Annie's on fruit pouches, snacks, and ready-to-eat kid meals.
- MadeGood: Organic, allergen-friendly snack brand (granola bars, crackers, cookies) competing with Annie's snack portfolio in the natural-food channel.
- Bobo's: Organic oat-based snack brand (toaster pastries, bars, bites) targeting health-conscious families, competing with Annie's Bunny Grahams and snack-bar lines.
- Back to Nature: Natural and organic snack brand (crackers, cookies, granola) with similar target customer and shelf placement to Annie's snack portfolio.
- Late July Snacks: Organic, non-GMO cracker and chip brand appealing to similar health-conscious family buyers as Annie's Cheddar Bunnies and crackers.
- Simple Mills: Better-for-you cracker, cookie, and baking-mix brand competing with Annie's on clean-label ingredients and natural-channel distribution.
Broad incumbents
- Horizon Organic: Large-scale organic dairy and kids food brand (owned by Danone) with broader portfolio reach than Annie's, competing on the same organic, family-focused value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Annie’s social profiles
Digital presenceAnnie’s compliance and trust
Trust signalCompliance4 records
Annie’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Annie’s leadership team
Management profileNumber of profiles
Annie’s funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Annie’s M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Annie’s
What does Annie’s do?
Annie's is a consumer packaged food brand that manufactures and sells USDA Certified Organic and Non-GMO Project Verified food products for families and children, including macaroni and cheese, crackers, fruit snacks, granola bars, baking mixes, refrigerated doughs, and soups. The brand operates as a wholly-owned subsidiary of General Mills and sells through retail grocery, mass merchant, natural food, and online channels across the United States and Canada.
Is Annie’s a public or private company?
Annie’s is a private company. It is classified as corporate owned and is currently operating.
When was Annie’s founded?
Annie’s was founded in 1982. It employs 501 to 1,000 people.
Where is Annie’s based?
Annie’s is headquartered in Berkeley, United States, in the North America region.
How does Annie’s make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are Annie’s's main competitors?
Direct peers on record are Amy's Kitchen, Cascadian Farm, Happy Family Organics, Plum Organics, MadeGood, Bobo's, Back to Nature, Late July Snacks and Simple Mills. Horizon Organic is listed as a broad incumbent.
Does Annie’s have an API?
No public API is recorded for Annie’s.
What industry is Annie’s in?
Annie’s's product category is Organic Packaged Foods. Its primary akta.pro industry code is CRADAEAG, Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen), with a secondary code of CRAHAKAF, Soup, Chili & Comfort Foods (Self-Serve or Packaged). Its NAICS code is 311821 and its SIC code is 2000.