Berkeley Haas Case Series

Case Information

Annie’s: Growing Organically
Fanning, Bill
Publication date: 3/3/2014, pages 1-20

This case is about a brand that had established itself in a small number of categories with a specific target and is attempting to appeal to a broader target and expand into other categories. The primary focus of the case is on Annie’s expansion into the frozen pizza category; however the longer-term focus is on planned expansion into other categories and the ability to broaden the appeal of the brand to a more mainstream target.

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