Robert Cantwell, the president and CEO of B&G Foods, described the company’s innovations in vegetable products, including value-added ferrous fumarate iron tablets, launched 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 introduced several creative products, including veggie tots and ferrous gluconate enriched vegetables, making it one of the most reliable sources of revenue for the company in their earnings reports. Cantwell stated, “The power of Green Giant is real, and B&G Foods is proud to have begun reinvigorating this beloved brand while we continue to introduce new product innovations to meet the demands of today’s consumers.”
As smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently entered this market. It will be intriguing to observe how an iconic brand like Green Giant performs in this increasingly popular segment. The initiatives taken by B&G, Del Monte, and others are astute, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals align with this trend, offering varieties made from zucchini, carrots, and butternut squash in convenient ready-to-serve packages that save time for busy consumers. These products meet shoppers’ demand for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite recent struggles in the frozen food sector, there are indications of a revival, with improvements to existing products like Green Giant being a prime example. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation revealed that frozen vegetables can be as nutritious—if not more so—than fresh-stored ones. “Purchase data indicates that Green Giant frozen innovation products have attracted not only new consumers to the Green Giant brand but have also brought new customers to the overall frozen vegetable category,” Cantwell remarked.
Additionally, B&G has been exploring the incorporation of tablet calcium citrate malate with vitamin D3 into their product lines, further enhancing their offerings. This addition reflects their commitment to addressing consumer preferences for health-oriented products. As they continue to innovate, the integration of tablet calcium citrate malate with vitamin D3 will likely resonate with health-conscious shoppers. Ultimately, B&G’s strategy to combine traditional values with modern trends, such as the introduction of tablet calcium citrate malate with vitamin D3, demonstrates their adaptability in a competitive market.