Annie's Homegrown
An American organic food brand best known for family-oriented macaroni and cheese, snacks, dressings, and other packaged foods.
Last updated October 17, 2026
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Overview
Annie's Homegrown, commonly known as Annie's, is an American organic and natural-food brand owned by General Mills. It was founded in 1989 in Hampton, Connecticut, by Annie Withey and Andrew Martin, entrepreneurs who had previously been involved in the creation of Smartfood popcorn. Annie's initially sold natural macaroni and cheese through supermarkets in New England and gradually developed a broader national presence through products aimed at household, family, and children's eating occasions. The brand's most recognizable business is its boxed macaroni and cheese, offered in several pasta shapes including shells and rabbit-shaped pieces. The line became a major competitor in the U.S. macaroni-and-cheese category and is widely associated with Annie's distinctive organic-oriented positioning. Other product areas have included fruit snacks, cookies, cheese crackers, canned pasta meals, dressings, condiments, barbecue sauces, and frozen pizza. Annie's Naturals, a related line acquired by the company, expanded the portfolio into salad dressings and other sauces. Annie's differentiated itself through a combination of ingredient messaging, playful packaging, family-friendly branding, and environmental themes. Its rabbit mascot, Bernie, appears in the brand's approval seal and related communications. Packaging has also been used to reinforce the brand's natural-food identity; historical descriptions have highlighted recycled paperboard, water-based inks, and non-glossy aqueous coatings for some boxed products. These attributes supported a positioning that combined convenience with organic or less-processed food values rather than presenting organic products solely as adult wellness items. The company underwent several ownership and organizational changes before becoming part of General Mills. It completed a direct public offering in 1995, later received investment from John Foraker and Homegrown Natural Foods, and became majority-backed by Solera Capital in 2002. During this period Annie's expanded distribution into major retail chains and incorporated related natural-food businesses. Its headquarters moved from Boston to Napa, California, in 2004 and later to Berkeley, California, in 2011. Annie's filed with the U.S. Securities and Exchange Commission in 2011 in preparation for an initial public offering and introduced an organic frozen pizza line through Whole Foods Market in 2012. In 2014, Annie's opened a bakery manufacturing facility in Joplin, Missouri, and General Mills acquired the company later that year. The brand retained its name, visual identity, and consumer-facing product portfolio within General Mills' broader food business. John Foraker, who had served as Annie's president, announced his resignation in 2017. Annie's continues to operate as a General Mills brand, with macaroni and cheese remaining its signature offering and additional packaged-food categories supporting its presence in U.S. retail. Recent public discussion has included litigation concerning ingredient-disclosure claims and consumer criticism after a 2024 macaroni-and-cheese recipe change.
History
Annie's Homegrown was established in 1989 in Hampton, Connecticut, by Annie Withey and Andrew Martin. Before founding Annie's, the two had been involved with Smartfood popcorn. Their new company began with a relatively focused proposition: natural macaroni and cheese sold through New England supermarkets. In its early period, Annie's used highly personal and unconventional marketing. Withey's telephone number appeared on product boxes, and the product was promoted through grassroots and guerrilla methods, including case purchases by individual customers. The company completed a direct public offering in 1995, raising capital while continuing to build distribution. Its rabbit identity became an important part of the brand system; the mascot Bernie was designed by Thomas J. Paul Inc. The rabbit later appeared in the brand's approval seal and became a shorthand for Annie's product and ingredient positioning. In 1999, John Foraker and his company Homegrown Natural Foods invested in Annie's. An arrangement subsequently bought out Withey and Martin's ownership interests and converted Annie's into a private company. Withey moved into an inspirational-president role and largely withdrew from day-to-day company involvement. Distribution expanded to large retail chains including Costco, Kroger, and Safeway. In 2002, Solera Capital became the company's majority investor. Solera also brought Homegrown Naturals and associated brands, including Consorzio and Fantastic Foods, into the broader business. Annie's headquarters moved from Boston to Napa, California, in 2004. In 2005, the company acquired Annie's Naturals, a Vermont-based dressing and condiment business founded by Annie Christopher. This transaction broadened the portfolio beyond macaroni and cheese into dressings, sauces, and related pantry products. The headquarters later moved from Napa to Berkeley in 2011, the same year Annie's filed with the SEC to pursue an initial public offering. Product development continued in the early 2010s. In January 2012, Annie's announced a certified organic rising-crust frozen pizza line that was initially exclusive to Whole Foods Market. In April 2014, the company opened its first bakery manufacturing plant, acquiring a facility from Safeway in Joplin, Missouri. Later in 2014, General Mills acquired Annie's. The acquisition placed the brand inside a large multinational food company while leaving Annie's as a distinct consumer-facing brand. Annie Withey had fully separated from the company by the time of the acquisition. After the acquisition, Annie's continued to market macaroni and cheese, snacks, dressings, condiments, and other packaged foods under its established identity. John Foraker, who had led the brand as president, announced his resignation in 2017. General Mills' ownership gave Annie's access to larger-scale manufacturing, distribution, and retail capabilities, although detailed post-acquisition operating arrangements are not fully described in the available reference material. The brand has also faced product and reputational issues. A 2021 class-action lawsuit against General Mills challenged the use of the phrase "made with goodness" on certain Annie's macaroni-and-cheese products, alleging that the marketing did not disclose the presence of ortho phthalates identified in earlier testing. General Mills had previously said it was working to remove phthalates from its products. In 2025, the case was limited to allegations concerning omission of information rather than claims that the products affirmatively misstated their contents. In September 2024, Annie's changed the macaroni-and-cheese recipe by replacing milk and butter with corn starch. Consumer reaction was negative in the referenced reporting, although revenue reportedly did not decline during 2024. Annie's remains an active General Mills brand centered on organic-oriented, convenient packaged foods for families.
- 2024
Macaroni-and-cheese recipe changes
[1]Annie's changes a macaroni-and-cheese recipe by replacing milk and butter with corn starch, prompting negative consumer commentary.
- 2021
Ingredient-disclosure lawsuit is filed
[1]A class-action lawsuit challenges ingredient-related marketing claims on certain Annie's macaroni-and-cheese products.
- 2017
John Foraker resigns as president
[1]John Foraker announces his resignation from Annie's leadership after the General Mills acquisition.
- 2014
Joplin bakery facility opens
[1]Annie's opens a bakery manufacturing facility in Joplin, Missouri, using a site acquired from Safeway.
- 2014
General Mills acquisition
[2]General Mills acquires Annie's, bringing the brand into its packaged-food portfolio.
- 2012
Organic frozen pizza launches
[1]Annie's introduces a certified organic rising-crust frozen pizza line initially exclusive to Whole Foods Market.
- 2011
Headquarters moves to Berkeley and IPO filing begins
[1]Annie's relocates to Berkeley, California, and files with the SEC in preparation for a proposed initial public offering.
- 2005
Annie's Naturals is acquired
[1]The company acquires Annie's Naturals, expanding its portfolio into dressings and condiments.
- 2004
Headquarters moves to Napa
[1]Annie's relocates its headquarters from Boston to Napa, California.
- 2002
Solera Capital becomes majority investor
[1]Solera Capital becomes Annie's majority investor and adds related natural-food businesses to the broader group.
Products and positioning
A family-oriented organic and natural packaged-food brand emphasizing approachable taste, convenient preparation, ingredient-conscious choices, and environmental values.
Packaged meals · 1989
Macaroni and Cheese
Annie's signature product family and the foundation of its brand recognition. It includes boxed macaroni and cheese in formats such as shells, traditional pasta shapes, and rabbit-shaped pieces. The line is designed for convenient household preparation and is strongly associated with children's meals and family occasions. Its organic-oriented positioning helped Annie's compete beyond the conventional macaroni-and-cheese segment. One of Annie's signature food lines, centered on macaroni and cheese for household and family consumption and positioned around organic or natural ingredients.
Dressings and condiments
Annie's Naturals
A portfolio associated with dressings, condiments, and barbecue sauces. Annie's gained this category through its acquisition of Annie's Naturals in 2005, extending the brand from boxed meals into pantry products used for salads, sandwiches, cooking, and grilling.
Snacks
Crackers and Cookies
Packaged snack products that broaden Annie's family-oriented offering beyond main meals. The category includes cheese crackers and cookies, with product presentation and ingredient messaging designed to remain consistent with the brand's organic and natural-food identity.
Snacks
Fruit Snacks
Portable snack products aimed particularly at family and children's consumption occasions. Fruit snacks extend Annie's presence into lunchboxes and on-the-go eating while retaining the brand's playful visual language and ingredient-conscious positioning.
Packaged meals
Canned Pasta Meals
Convenience-oriented pasta meals sold in shelf-stable packaged formats. These products complement boxed macaroni and cheese by offering ready-to-heat or ready-to-serve options for household meals and children's food occasions.
Frozen foods · 2012
Organic Frozen Pizza
A certified organic rising-crust frozen pizza line announced in 2012 and initially sold exclusively through Whole Foods Market. The launch represented Annie's expansion into a larger family-meal category outside shelf-stable pasta and snacks.
Snacks
Bunny Grahams
A recognizable Annie's snack line shaped like rabbits, primarily associated with children and family snacking and aligned with the brand's organic and natural-food positioning.
Condiments
Salad Dressings and Sauces
Annie's line of dressings and sauces, covering salad dressings and other home-cooking condiments as part of its broader household food portfolio.
Controversies
2021
Lawsuit over phthalate-related ingredient disclosure
A class-action lawsuit against General Mills alleged that the phrase "made with goodness" on certain Annie's macaroni-and-cheese products failed to disclose the presence of ortho phthalates identified in earlier reporting. General Mills had said it was working to eliminate phthalates from its products. The case was narrowed in 2025 to omission allegations rather than claims that the products affirmatively misrepresented their contents.
Marketing campaigns
- 2020Bunny of Approval
United States
Annie's used the phrase and related rabbit imagery in brand communications to present its products as meeting the brand's stated standards. The campaign extended the rabbit-based approval system used in Annie's packaging and marketing.
Outcome. The campaign extended the rabbit-based approval system used in Annie's packaging and marketing.
- Rabbit of Approval
United States
Annie's uses its rabbit mascot Bernie in a brand approval seal that communicates the company's product and ingredient standards in a child-friendly, recognizable format. The rabbit became a durable visual identifier for Annie's and reinforced its family-oriented organic-food positioning.
Outcome. The rabbit became a durable visual identifier for Annie's and reinforced its family-oriented organic-food positioning.
Brand decisions
2024
Macaroni-and-cheese recipe reformulationGeneration changeBackground
The company revised the formulation of its signature macaroni-and-cheese product.
Action taken
Milk and butter were replaced with corn starch in the referenced recipe change.
Aftermath
The reformulation generated negative consumer reviews, while the referenced material reports no revenue decline during 2024.
2014
General Mills acquires Annie'sM&ABackground
Annie's had developed a recognized organic packaged-food portfolio centered on macaroni and cheese, with additional snacks, dressings, and condiments.
Action taken
General Mills acquired Annie's and incorporated the business into its broader food portfolio while retaining the Annie's brand identity.
Aftermath
Annie's continued to sell products under its own name and visual system, while gaining access to General Mills' larger manufacturing, distribution, and commercial infrastructure.
2012
Launch of certified organic frozen pizzaProduct launchBackground
Annie's sought to extend its organic family-food proposition beyond shelf-stable macaroni and cheese and snacks.
Action taken
The company introduced a certified organic rising-crust frozen pizza line with Whole Foods Market exclusivity at launch.
Aftermath
The launch broadened Annie's presence in the frozen family-meal category.
Recent events
- 2024
Annie's changes macaroni-and-cheese recipe[1]
Product generation · Other
The macaroni-and-cheese recipe was changed to replace milk and butter with corn starch. The change drew negative consumer reviews, although the referenced material states that revenue did not decline during the year.
- 2017
Annie's president John Foraker announces resignation[1]
Leadership change
John Foraker announced his resignation from the presidency of Annie's after the brand had become part of General Mills.
- 2014
General Mills acquires Annie's[2]
M&A
General Mills acquired Annie's and added the organic packaged-food company to its portfolio while retaining the Annie's consumer brand.
- 2012
Annie's launches an organic frozen pizza line[1]
Product launch
The company announced a certified organic rising-crust frozen pizza line sold exclusively through Whole Foods Market at launch.
- 2011
Annie's files for an initial public offering[1]
Other
Annie's filed with the U.S. Securities and Exchange Commission in December 2011 to raise capital through a proposed initial public offering.
Sources3 sources
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