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 yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G launched several groundbreaking products—including veggie tots and riced vegetables—that have significantly contributed to the brand’s consistent profitability 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 while continuing to introduce new product innovations that cater to the needs of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger corporations such as Del Monte have recently entered the market. It will be intriguing to observe how an iconic brand like Green Giant performs in the increasingly trendy sector of vegetable-based products. The strategic moves made by B&G, Del Monte, and others align with consumer preferences shifting away from processed foods towards more fruits and vegetables. B&G’s Veggie Spirals not only embrace this trend by introducing varieties of zucchini, carrots, and butternut squash but also come in convenient, ready-to-serve packages that save time for busy consumers. These products meet shopper demand for simpler ingredient lists, with each Veggie Spiral free from sauces or seasonings.
Despite the challenges faced by frozen foods in recent years, there are indicators of a resurgence, with improvements to existing products like Green Giant serving as a prime example. A study from the University of Georgia, in partnership with the Frozen Food Foundation, recently revealed that frozen vegetables can be just as nutritious—if not more so—than fresh-stored ones. “Purchase data indicates that Green Giant’s frozen innovative products have not only attracted new consumers to the Green Giant brand but have also drawn new consumers to the entire frozen vegetable category,” said Cantwell. As consumers increasingly seek products that incorporate essential nutrients like calcium citrate elemental, B&G’s offerings are well positioned to meet this demand.