Annie’s , the US organic food maker set to be acquired by General Mills , has launched a “grass-fed” macaroni and cheese line, targeting consumers interested in animal welfare.

The company said the range is made with cheese from “humanely-raised cows with year-round access to pasture”.

Annie ‘s said consumer demand for grass-fed products was on the rise. It also noted how over nine in ten of customers buying Annie’s products already purchase grass-fed lines.

Three varieties have been developed – a line with “real aged” cheddar, a second with white cheddar and a third with “classic” mild cheddar. The products are available at Whole Foods with a suggested retail price of US$3.29 for a 6oz pack.