Annie’s, Inc. operates as a natural and organic food company. Products The company offers approximately 145 products and is present in 35,000 retail locations in the United States and Canada. The company sells its products in three primary product categories: meals; snacks; and dressings, condiments and other. It offers natural and organic alternatives that parents prefer while satisfying the most discriminating snacker in the family. Dressings and condiments are important complements to meals, and the company offers natural and organic alternatives to conventional offerings. It is primarily focused on its meals and snacks categories. The company’s product lines include natural products, products ‘made with organic’ ingredients and certified organic products. Customers and Distribution The company markets its products throughout the United States and Canada. The company sells its products through three primary channels: mainstream grocery, mass merchandiser/other and natural retailer. Mainstream Grocery: The company’s customers in this channel include large national chains such as Kroger, Ahold and Safeway and regional chains such as Wegmans, Harris Teeter, H-E-B and Raley’s. Mass Merchandiser/Other Channels: The company’s customers in this channel include large national and regional retailers such as Target Stores, Costco Wholesale and Wal-Mart. The company also sells a limited number of products through food service, military and e-commerce channels. Natural Retailer: The company’s customers in this channel include large retailers such as Whole Foods Market and Trader Joe’s (where its products are sold under its own store brand), regional natural chains such as Sprouts Farmers Market and Earth Fare and independent natural foods cooperatives. The company sells its products directly to retailers and through distributors. The company uses brokers to support its sales efforts. Direct Sales: The majority of its products are sold direct to retailers. The company sells direct predominantly in the mass merchandiser channel, but the company also maintains select direct relationships in the mainstream grocery channel. In 2014, the company’s major customers were Target and Costco. In some cases, the company sells products to the same grocery chain using both direct relationships and distributors. Distributors: The company’s products are sold through independent food distributors, including the majority sold to the natural retailer channel. In 2014, the company’s major customer included United Natural Foods Inc., or UNFI. Business Strategy The company pursues three growth strategies as follows: expanding distribution and improving placement; expanding household penetration and consumer base; and continuing innovation and brand extensions. Seasonality The company experiences greater net sales in the second and fourth quarters than in the first and third quarters due to its customers’ merchandising and promotional activities around the back-to-school and spring seasons. Trademarks and Other Intellectual Property The company’s primary trademarks include Annie’s, Annie’s Homegrown, Annie’s Naturals and Bernie Rabbit of Approval, all of which are registered with the U.S. Patent and Trademark Office. The company’s Web content and the domain names www.annies.com and www.anniesnaturals.com are owned by the company and copyright protected. Regulations In the United States, the federal agencies governing the manufacture, distribution and advertising of its products include, among others, the Federal Trade Commission, the FDA, the USDA, the United States Environmental Protection Agency and the Occupational Safety and Health Administration. The company is also subject to the laws of Canada, including the Canadian Food Inspection Agency, as well as provincial and local regulations. Competition Large mainstream conventional packaged foods competitors include Kraft Foods Group, Inc.; General Mills, Inc.; Mondelez International, Inc.; Campbell Soup Company; PepsiCo, Inc.; Nestle S.A.; and Kellogg Company. Natural and organic packaged foods competitors include The Hain Celestial Group, Inc.; Newman’s Own, Inc.; Nature’s Path Foods, Inc.; Clif Bar & Company; Amy’s Kitchen; and The WhiteWave Foods Company. History Annie’s, Inc. was founded in 1989.
annie's inc (BNNY:New York)
1610 Fifth Street
Berkeley, CA 94710
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