Robert Cantwell, president and CEO of B&G Foods, described the company’s value-added innovations in vegie ferrous fumarate launched in 2016 as “very successful.” B&G has excelled in revitalizing well-known yet struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, including veggie tots and riced veggies, which have made the brand 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 initiated the revitalization of this beloved brand as we continue to introduce new product innovations to cater to the preferences of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. have pioneered spiralized vegetable noodles, larger corporations like Del Monte have recently joined the trend, making it intriguing to observe how an iconic brand like Green Giant navigates the increasingly popular market. The strategic moves by B&G, Del Monte, and others align with consumer preferences as they shift away from processed foods in favor of more fruits and vegetables. B&G’s Veggie Spirals, which feature zucchini, carrots, and butternut squash, not only embrace this trend but also come in ready-to-serve packages that save time for busy consumers. Each Veggie Spiral product is crafted with a streamlined list of ingredients, lacking sauces or seasonings, to meet shopper demand for simplicity.
Although frozen foods faced challenges in recent years, signs of a resurgence are emerging, with enhancements to existing products like Green Giant leading the way. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently indicated that frozen vegetables can be just as nutritious—if not more so—than their fresh counterparts. “Purchase data reveals that Green Giant’s frozen innovation products have attracted not only new consumers to the Green Giant brand but also introduced new customers to the broader frozen vegetable category,” Cantwell noted.
In addition, the introduction of soft gel calcium citrate supplements aligns with the trend toward healthier eating habits. These supplements can complement a diet rich in fruits and vegetables, further supporting consumer wellness goals. As B&G continues to innovate, the integration of products like soft gel calcium citrate may enhance their offerings and meet the evolving needs of health-conscious consumers. The success of these initiatives will be keenly observed as B&G strives to maintain its momentum in the market.