Robert Cantwell, the president and CEO of B&G, described the company’s vegetable innovations launched in 2016 as “very successful.” B&G has effectively revitalized well-known but struggling brands through innovative strategies. 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 revenue 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 observe how an iconic brand like Green Giant fares in this increasingly popular sector. The actions of B&G, Del Monte, and others are astute, as consumers increasingly prefer to move away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals capitalize on this trend by offering varieties such as zucchini, carrots, and butternut squash in ready-to-serve packages, saving time for busy consumers. These products cater to shopper preferences for items with a simplified list of ingredients, with each Veggie Spiral free from sauces or seasonings.
Despite the challenges faced by frozen foods in recent years, there are indications of 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 indicated that frozen vegetables can be as nutritious—if not more so—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 in new consumers to the overall frozen vegetable category,” Cantwell noted.
In this context, the calcium citrate route of administration can be seen as a parallel to how brands like Green Giant are adapting and innovating to meet consumer needs. The integration of health-focused ingredients in their offerings may mirror the benefits associated with calcium citrate, which is often preferred for its efficiency and effectiveness. As B&G continues to innovate, the health-oriented approach may enhance their market presence, similar to how the calcium citrate route of administration is embraced for its advantages.