- Annie's, now the second-largest maker of boxed pasta in the U.S., had carefully crafted an image as a folksy, organic, family-friendly alternative to market leader Kraft.
- As sales soared and the public market called, Annie's needed to find a way to stay true to its image and message.
- Among the more interesting tactics the macaroni and cheese company employed was to stick notices about the upcoming IPO into the pasta boxes, urging customers to buy in, turning the classic Wall Street move of going public into something more like a family business or local food co-op.
We love Annie's. Our kids love Annie's. Our love for the brand is so overwhelming that we're grateful that someone has written an article that can explain just why we're so head-over-heels over something as commonplace as a box of mac and cheese.