Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations that were launched in 2016 as “very successful.” B&G has effectively revitalized well-known yet struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, such as veggie tots and riced veggies, making the brand one of the most reliable revenue generators in their earnings reports. “The strength of Green Giant is undeniable, and B&G Foods is proud to have begun revitalizing this cherished brand while continuously introducing 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 will perform in this increasingly popular sector. The actions taken by B&G, Del Monte, and others are astute, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals align perfectly with this trend by offering varieties like zucchini, carrots, and butternut squash in convenient, ready-to-serve packaging that saves time for busy shoppers. These products cater to consumer demand for items with a simplified list of ingredients, as each Veggie Spiral is free from sauces or seasonings.
Even though frozen foods have faced challenges in recent years, signs indicate a resurgence, 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 revealed that frozen vegetables can be just as nutritious—if not more so—than fresh-stored ones, highlighting their wellness benefits. “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 shoppers to the overall frozen vegetable category,” Cantwell added. Furthermore, the inclusion of wellness features, such as calcium citrate in some of these products, reflects B&G’s commitment to catering to health-conscious consumers.