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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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Berkeley Haas Case Series

A new collection of business case studies from Berkeley Haas

The aim of the Berkeley Haas Case Series is to incite business innovation by clarifying disruptive trends and questioning the status quo.

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