Robert Cantwell, the president and CEO of B&G, described the company’s vegetable innovations launched in 2016 as “highly successful.” B&G has effectively revitalized well-known but struggling brands through innovation. After acquiring Green Giant in 2015, the company introduced several new products—such as veggie tots and riced veggies—that have turned the brand into 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 that meet the demands of today’s consumers,” Cantwell remarked in a statement.
While smaller companies like Veggie Noodle Co. have pioneered spiralized vegetable noodles, larger firms like Del Monte have recently embraced similar trends, making it intriguing to see how the iconic Green Giant brand performs in this increasingly popular market. The strategies adopted by B&G, Del Monte, and others are wise, as consumers are shifting away from processed foods in favor of fresh fruits and vegetables. B&G Veggie Spirals align with this trend by offering zucchini, carrot, and butternut squash varieties in convenient, ready-to-serve packages, saving time for busy shoppers. These products cater to consumer preferences for simpler ingredient lists, with each Veggie Spiral free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, there are signs of resurgence, with advancements in 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 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 innovative frozen products have not only attracted new consumers to the Green Giant brand but have also drawn new customers to the entire frozen vegetable category,” Cantwell stated.
Furthermore, products like Puritan’s Pride Liquid Calcium Magnesium Citrate are also gaining attention, especially among health-conscious consumers seeking to enhance their nutrition. This trend reflects a broader movement towards healthier, more natural food options, which aligns with the offerings from brands like Green Giant. As B&G continues to innovate, the integration of health-focused products will likely play a significant role in shaping the future of the frozen food market.