Robert Cantwell, the 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 groundbreaking products, including veggie tots and riced veggies, establishing the brand as 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 observe how an iconic brand like Green Giant performs in this increasingly popular sector. The strategic moves by B&G, Del Monte, and others are wise, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals not only align with this trend by introducing varieties like zucchini, carrots, and butternut squash, but they also come in ready-to-serve packages that save time for busy consumers. These products cater to the demand for simplified ingredient lists, with each Veggie Spiral free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, signs of a comeback are emerging, with improvements to existing products like Green Giant serving as a prime example. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently indicated that frozen vegetables are as nutritious—if not more so—than fresh 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.
In this evolving landscape, B&G’s journey toward incorporating healthier options, such as those fortified with calcium citrate, reflects a commitment to meeting consumer needs. As the company continues this journey, it will be fascinating to see how Green Giant and similar brands adapt and thrive in the growing demand for nutritious, convenient vegetable-based products, including those featuring calcium citrate. Ultimately, B&G’s efforts to innovate in this space are likely to resonate with health-conscious consumers seeking better choices.