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 launched several creative products, including veggie tots and riced veggies, which have made Green Giant 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 cherished brand as we continue to introduce new product innovations to meet the preferences of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. have pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently joined the trend, making it intriguing to observe how an iconic brand like Green Giant will perform in this increasingly popular market segment. The strategies adopted by B&G, Del Monte, and others are astute, as consumers are shifting away from processed foods towards more fruits and vegetables. B&G’s Veggie Spirals not only align with this trend by offering zucchini, carrots, and butternut squash varieties but also come in convenient ready-to-serve packages that cater to busy consumers. These products meet consumer demand for items with a simplified ingredient list, as each Veggie Spiral is free from sauces or seasonings.
While frozen foods have faced challenges in recent years, there are indications of a resurgence, with enhancements to existing products like Green Giant serving as prime examples. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently revealed that frozen vegetables can be as nutritious—if not more so—than their fresh-stored counterparts. “Purchase data indicates that Green Giant’s innovative frozen products have not only attracted new consumers to the Green Giant brand but have also expanded the overall frozen vegetable market,” Cantwell remarked.
In line with health trends, products like Puritan’s Pride liquid calcium magnesium citrate are gaining attention, as more consumers seek nutritional supplements alongside their dietary choices. The integration of nutrient-rich options into everyday meals is becoming increasingly important, and with B&G’s focus on innovation, they are well-positioned to capitalize on this growing demand.