It's no surprise that the product most associated with Annie's Homegrown is our very first, Annie's Shells & White cheddar. After twenty years, our beloved purple box remains our rock -- a link from the past to the present. We're proud to now bring you the same delicious recipe with certified organic pasta.

So why such a positive response to our purple box from the start? The color purple proves to be eye-catching together with our logo--the quirky, smiling Rabbit (not Seal) of Approval my brother sketched from a photo of Bernie, my pet rabbit. Maybe it's our distinctively delicious, all-natural, ground-breaking WHITE cheddar cheese or those unique cheddar-catching pasta shells. Perhaps above all, Annie's founding mission to make the planet a greener, healthier place resonates with you. All of these answers contribute to the perseverance of our purple box. But I believe that you, our friends and customers, are the real magic behind the brand.