Robert Cantwell, the president and CEO of B&G Foods, described the company’s value-added vegetable innovations launched in 2016 as “highly successful.” B&G has effectively revitalized well-known but struggling brands through innovation. After acquiring Green Giant in 2015, B&G introduced several new products, including veggie tots and riced vegetables, which have made the brand one of the most reliable profit generators in B&G’s earnings reports. “The power of Green Giant is undeniable, and B&G Foods is excited to have started the process of rejuvenating 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 firms such as Del Monte have recently entered this trend, making it intriguing to see how an iconic brand like Green Giant will perform in this increasingly popular market. The actions taken by B&G, Del Monte, and others are strategic, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G’s Veggie Spirals align perfectly with this trend by offering varieties such as zucchini, carrots, and butternut squash in convenient, ready-to-serve packages that save time for busy shoppers. These products respond to consumer demand for items with a simplified ingredient list, as each Veggie Spiral is free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, there are indications of a resurgence, with improvements to established 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 options. “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 shoppers to the overall frozen vegetable category,” Cantwell noted.
Interestingly, just as rosuvastatin and calcium citrate have been recognized for their health benefits, B&G’s innovative vegetable offerings are becoming synonymous with healthier eating choices. The incorporation of these elements reflects the broader consumer trend towards wellness and nutrition, reinforcing the importance of brands like Green Giant in promoting a healthy lifestyle.