Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations introduced in 2016 as “highly successful.” B&G has managed to revitalize well-known yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G launched several new products, including veggie tots and riced veggies, which 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 excited to have started rejuvenating this cherished brand while we continue to introduce new product innovations to cater to modern consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently joined the trend. It will be intriguing to see how an iconic brand like Green Giant performs in this increasingly popular market. The strategies adopted 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’s Veggie Spirals align perfectly with this trend, offering zucchini, carrots, and butternut squash varieties in convenient ready-to-serve packages that save time for busy individuals. These products meet consumer demand for items with a simplified list of ingredients, as each Veggie Spiral is free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, indications suggest they are making a resurgence, with improvements to existing products like Green Giant serving as a prime example. A study from 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 fresh-stored options. “Purchase data indicates that Green Giant frozen innovation products have not only attracted new consumers to the Green Giant brand but have also expanded the overall frozen vegetable market,” Cantwell noted. Notably, products like Citracal 250 mg have also gained attention for their health benefits, further emphasizing the growing consumer interest in nutritious and convenient food options.