Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations introduced in 2016 as “very successful.” B&G has effectively revitalized well-known but struggling brands through innovation. After acquiring Green Giant in 2015, B&G added several creative products, including veggie tots and riced veggies, which have made the brand one of B&G’s most reliable revenue generators according to their earnings reports. “The power of Green Giant is real, and B&G Foods is proud to have initiated the revitalization of this beloved brand while we continue to introduce new product innovations to satisfy today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. are developing spiralized vegetable noodles, larger entities such as Del Monte have also recently entered this growing market. It will be intriguing to observe how an iconic brand like Green Giant performs in this increasingly popular segment. The strategies employed by B&G, Del Monte, and others are wise, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G’s Veggie Spirals align well with this trend by introducing varieties such as zucchini, carrots, and butternut squash, all packaged for convenience, catering to busy consumers. These products respond to shopper interest in items with simplified ingredient lists, as each Veggie Spiral is free of added sauces or seasonings.
Although frozen foods have faced challenges in recent years, there are indications of a resurgence, with enhancements to established products like Green Giant serving as a prime example. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently revealed that frozen vegetables can be just as nutritious—if not more so—than fresh-stored ones. “Purchase data indicates that Green Giant’s frozen innovative products have not only attracted new customers to the Green Giant brand but have also drawn new consumers into the overall frozen vegetable category,” Cantwell noted.
Moreover, the market may see an increased interest in nutritional supplements like Holland and Barrett calcium citrate, further complementing the trend towards healthier eating. As B&G continues to innovate and expand, the incorporation of health-focused products such as these will likely play a role in their success and the overall growth of the frozen vegetable market.