Robert Cantwell, the president and CEO of B&G, referred to the company’s value-added vegetable innovations, launched in 2016, as “very successful.” B&G has managed to rejuvenate well-known yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G introduced several innovative products — including veggie tots and riced veggies — that have established the brand as one of B&G’s most reliable revenue generators in earnings reports. “The strength of Green Giant is undeniable, and B&G Foods is proud to have started revitalizing this cherished brand as we continue to introduce new product innovations to cater to today’s consumer demands,” Cantwell stated.
While smaller companies like Veggie Noodle Co. have pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently entered this trend, making it intriguing to see how an iconic brand like Green Giant performs in this increasingly fashionable market. The strategy adopted by B&G, Del Monte, and others is astute, as consumers are gravitating away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals not only capitalize on this trend by offering varieties made from zucchini, carrots, and butternut squash, but they also come in ready-to-serve packages, saving time for busy consumers. These products meet the demand for a streamlined list of ingredients, with each Veggie Spiral free from sauces or seasonings.
Despite challenges in the frozen food sector in recent years, there are signs of a resurgence, with enhancements to existing products like Green Giant serving as a prime example. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation revealed that frozen vegetables are just as nutritious — if not more so — than those that are fresh-stored. “Purchase data indicates that Green Giant’s frozen innovative products have not only attracted new consumers to the Green Giant brand but have also drawn new customers to the broader frozen vegetable category,” Cantwell remarked.
Additionally, as consumers increasingly seek healthier options, including the calcium citrate best brand, the focus on nutritious offerings aligns well with the current market trends. This emphasis on health and innovation will likely continue to drive B&G’s success in the vegetable sector, reinforcing the brand’s commitment to quality and consumer satisfaction.