Robert Cantwell, president and CEO of B&G Foods, referred to the company’s value-added vegetable innovations, launched in 2016, as “very successful.” B&G has effectively revitalized well-known but struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative 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 begun reinvigorating this beloved brand as we continue to roll out new product innovations to meet the demands of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently entered the market, making it intriguing to see how an iconic brand like Green Giant will perform in this increasingly trendy sector. The strategic moves by B&G, Del Monte, and others align with consumer preferences shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals, which include varieties like zucchini, carrots, and butternut squash, not only embrace this trend but also come in ready-to-serve packages, saving time for busy consumers. These products cater to shopper demands for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite the challenges faced by frozen foods in recent years, signs indicate 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 healthy—if not healthier—than fresh-stored ones. “Purchase data shows that Green Giant frozen innovation products have not only attracted new consumers to the Green Giant brand, but have also drawn new customers to the overall frozen vegetable category,” Cantwell remarked. Additionally, incorporating calcium citrate 315 mg in some of these products further enhances their appeal, as consumers increasingly seek nutritious options.