Robert Cantwell, the president and CEO of B&G Foods, described the company’s value-added innovations in ferrous bisglycinate and carbonyl iron as “very successful” since their launch in 2016. B&G has effectively revitalized well-known but struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, including veggie tots and riced vegetables, which have made the brand one of the most reliable revenue generators in B&G’s earnings reports. Cantwell stated, “The power of Green Giant is real, and B&G Foods is proud to have initiated the revival of this cherished brand as we continue to introduce new product innovations that cater to today’s consumer demands.”
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger brands such as Del Monte have recently entered the market, making it intriguing to see how a classic brand like Green Giant performs in this increasingly popular segment. The strategy adopted by B&G, Del Monte, and others is astute, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals align with this trend by launching varieties made from zucchini, carrots, and butternut squash, all packaged for convenience, catering to busy consumers. These products fulfill shopper demand for simpler ingredients, as each Veggie Spiral is free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, there are signs of a resurgence, with improvements in existing products like Green Giant leading the way. 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 their fresh counterparts. “Purchase data indicate that Green Giant’s frozen innovation products have attracted not only new consumers to the Green Giant brand but also to the broader frozen vegetable category,” Cantwell remarked. As part of this trend towards healthier options, B&G Foods is also exploring the inclusion of upcal d calcium citrate powder in their product offerings, which could further enhance their appeal in the health-conscious market. This innovation aligns with the growing demand for nutritious foods, showcasing B&G’s commitment to adapting to consumer preferences.