Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations launched in 2016 as “highly successful.” B&G has effectively revitalized well-known but struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, such as veggie tots and riced veggies, making Green Giant one of B&G’s most reliable revenue generators in earnings reports. “The strength of Green Giant is undeniable, and B&G Foods is proud to have started revitalizing this cherished brand as we continue to unveil new product innovations to meet the preferences of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered the development of spiralized vegetable noodles, larger firms such as Del Monte have recently entered this growing market, raising curiosity about how an iconic brand like Green Giant will perform in this increasingly popular segment. The strategies adopted 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 with this trend, featuring zucchini, carrots, and butternut squash varieties, all packaged for convenience to save time for busy customers. These products cater to consumer demand for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite recent challenges faced by frozen foods, there are indications of a resurgence, with enhancements to existing products like Green Giant serving as a key 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 their fresh counterparts. “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 remarked.
In addition, the introduction of products like Citracal for maintaining a healthy lifestyle resonates with consumers looking for nutritious options. The combination of convenience and health consciousness is likely to drive continued success for B&G and its beloved brands like Green Giant.