Annie's enters 'grass fed' market with new macaroni and cheese

by Eric Schroeder
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BERKELEY, CALIF. — Annie’s, Inc. is entering the “grass fed” category with the launch of Organic Grass Fed Macaroni & Cheese. According to Annie’s, the macaroni and cheese is “certified organic and made with cheese from humanely raised cows with year-round access to pasture, so consumers can feel good about every bite.”

“Annie’s is excited to enter the grass fed category with an innovative new line of macaroni and cheese,” said Amanda Steele, senior vice-president of marketing at Annie’s. “We know consumer demand for grass fed products is growing. In fact, 92% of Annie’s consumers surveyed noted that they purchase grass fed products, including meat, dairy and yogurt. We expect that they’ll be thrilled to see grass fed cheese in one of their favorite convenient meals.”

Annie’s new grass fed products are available in three varieties: organic grass fed shells and real aged cheddar, organic grass fed shells and white cheddar, and organic grass fed classic mild cheddar. All varieties contain 10 grams of protein per serving and are made with grass fed cheese from Rumiano Cheese Co., California’s oldest family-owned cheese company.

As with all Annie’s organic macaroni and cheese varieties, grass fed macaroni and cheese is produced without antibiotics, synthetic hormones or persistent pesticides, and without the use of artificial flavors, synthetic colors or preservatives. The organic grass fed shells and aged cheddar and organic grass fed classic mild child varieties both contain 8 grams of whole grains per serving.

The new products are available for $3.29 per 6-oz box at Whole Foods Markets nationwide.
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