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General Mills recently announced that it will acquire Annie’s Homegrown Inc, a manufacturer of natural and organic packaged food such as macaroni and cheese mixes and cookies. This acquisition is in line with General Mill’s recent strategy of buying up natural and organic food companies such as Larabar, which it purchased in 2008. With many US consumers looking for natural and healthy food alternatives, this strategy will likely prove successful for General Mills. Annie’s is already outperforming its peers and the brand will enjoy even more success paired with General Mill’s vast distribution network and marketing budget.
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