Robert Cantwell, president and CEO of B&G, described the company’s value-added vegetable innovations 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 new products, including veggie tots and riced veggies, which have made the brand one of B&G’s most reliable profit generators in earnings reports. “The power of Green Giant is real, and B&G Foods is proud to have initiated the revitalization of this cherished brand as we continue to introduce new product innovations to satisfy the demands of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. have pioneered spiralized noodles made with vegetables, larger firms such as Del Monte have recently joined the trend, making it intriguing to observe how an iconic brand like Green Giant performs in this increasingly popular market. The strategic moves by B&G, Del Monte, and others come in response to consumer preferences shifting away from processed foods towards more fruit and vegetable options. B&G’s Veggie Spirals not only align with this trend by offering zucchini, carrots, and butternut squash varieties but also provide ready-to-serve packaging that saves time for busy consumers. Each Veggie Spiral is crafted with a simplified list of ingredients, avoiding sauces and seasonings to meet shopper demand for cleaner products.
Although frozen food sales have faced challenges in recent years, there are indications of a resurgence, with improvements in 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 just as nutritious—if not more so—than their fresh 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 category,” Cantwell noted.
In this evolving landscape, the incorporation of ingredients such as douglas labs calcium citrate further enhances the nutritional appeal of these products, reflecting a growing consumer interest in health-conscious options. As B&G continues to innovate and adapt, the role of such ingredients will be crucial in meeting the market’s demands.