Annie's Inc IPO Advisory

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For IPO Boutique's "scale of 1 to 5" BUY rating on Annie's Inc, and our comprehensive analysis, click the "Buy Market Research" link.
Company
Symbol
Price Range
Open
Shares
Trade Date
Annie's IncBNNY Last Trade $41.88 $31.113.5 million3/13/2013
Underwriter(s):
Credit Suisse, J.P. Morgan
Co-Manager(s):
William Blair, RBC Capital Markets, Stifel Nicolaus Weisel
Filing(s):

Filed 2011-12-01

About Annie's Inc (adapted from Annie's Inc prospectus):
Annie's, Inc., Stock Symbol "BNNY" is a natural and organic food company with a widely recognized brand, offering consumers packaged food categories. Annie's, Inc. premium food products appeal to health-conscious consumers who seek to avoid artificial flavors, synthetic colors and preservatives that are used in many conventional packaged foods. Annie's, Inc. has the #1 natural and organic market position in four product lines: macaroni and cheese, snack crackers, fruit snacks and graham crackers.

Annie's, Inc. offers over 125 products and are present in over 25,000 retail locations in the United States and Canada.

New product development, is a key component of Annie's growth strategy, according to their prospectus. They claim that "We invest significant resources to understand our consumers and develop products that address their desire for natural and organic alternatives to conventional packaged foods." Annie's partners with contract manufacturers that then make the products according to Annie's formulas and specifications.

Annie's premium products appeal to health-conscious consumers, who typically are willing to spend more on food and buy higher margin items than the average consumer. Annie's expects to continue to expand in the mainstream grocery and mass merchandiser channels, while continuing to grow sales in the natural retailer channel.

Historically, natural and organic foods were primarily available at independent organic retailers or natural and organic retail chains. Mainstream grocery stores and mass merchandisers have expanded their natural and organic product offerings because of increasing consumer demand for natural and organic products. Annie's believes the emergence of strong natural and organic brands, driven by a loyal and growing consumer base, will act as an additional catalyst for higher penetration in the mainstream grocery and mass merchandiser channels.

Annie's intends to increase sales by expanding the number of stores that sell their products in the mainstream grocery and mass merchandiser channels and by securing placements adjacent to conventional products in the mainstream aisle. They also intend to use grassroots marketing, social media tools and advertising to further brand awareness. Like other brands that have a social following based on a company's world view, Annie's seeks to market themselves as a company who cares about the environment. They claim, "We believe authentic brands are brands that win. We are a mission-driven business with long-standing core values. We strive to operate in an honest, socially responsible and environmentally sustainable manner because it is the right thing to do and it is good for business. We believe our authenticity better enables us to build loyalty and trust with current consumers and helps us attract new ones."

They also promise to invest further in market analysis, ongoing consumer product testing, develop more products for their line, and invest further in their systems and technology, including an enterprise resource planning system, to support growth and increase efficiency.

This description is adapted from Annies Inc. prospectus. This description is not intended to be a recommendation to buy stock from this company. To see the company's full description, view their prospectus..


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