Sep 13, 2018 • By

Annie’s delivers gluten-free goodness

When Annie’s recently launched its Gluten-Free Cheddar Bunny Tails, the brand made a lot of people happy.

Not just because they hit the grocery shelf in time for the new school year.

Kendra Krepel, senior marketing associate at Annie’s, has celiac disease. She includes herself among all the people who were pushing for a gluten-free version of Annie’s Cheddar Bunnies, a crispy cracker made with real cheddar cheese.

“This was near and dear to my heart. It shouldn’t be out of reach for anyone to have healthy snacks, organic snacks or gluten-free snacks. That’s always been the Annie’s mentality,” says Krepel.


Annie’s Gluten-Free Cheddar Bunny Tails are the very first gluten-free children’s cracker available on the mainstream U.S. market.

“Over the years, we have received so many heartfelt notes, letters, and emails asking for us to create a gluten-free recipe for our Annie’s Cheddar Bunnies,” says Carla Vernón, president of our Natural and Organic operating unit. “We hope our patient fans are hopping with joy when they taste them.”

That patience paid off. Appropriately, ‘Finally!’ appears on the box for Gluten-Free Cheddar Bunny Tails.


Annie’s actually began working on a gluten-free version of its popular crackers a few years ago but encountered many challenges.

Among them, the crackers had to be hexagon-shaped with a bunny tail imprint because the dough they made was too fragile to make into individual bunnies. Now, as hexagons for the tails, the gluten-free crackers can be baked as a solid sheet.


Once Annie’s perfected Gluten-Free Cheddar Bunny Tails, our Consumer Relations team reviewed phone records and the marketing communications team backlogged social media comments over the last few years to find everyone who had ever requested the crackers.

“We wanted to send those people the very first boxes essentially to say, ‘You asked, we listened and we value you.’ That’s the Annie’s way of doing things,” says Karen Goldscher marketing communications manager at Annie’s.

But Annie’s isn’t new to gluten-free goodness. The brand introduced its first gluten-free product – macaroni and cheese – more than 15 years ago and offered several other gluten-free items by the time General Mills acquired it in 2014.

General Mills has long been a leader in providing consumers with gluten-free choices. Since making Rice Chex gluten free in 2008, we’ve become the third largest producer of gluten-free products in the U.S., and we now have more than 1,000 gluten-free products worldwide.

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