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 through innovation. After acquiring Green Giant in 2015, B&G introduced several innovative products, including veggie tots and riced veggies, which have positioned the brand as one of B&G’s most reliable revenue generators according to 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 introduce new product innovations to cater to today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized noodles made from vegetables, 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 strategies employed 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 not only align with this trend by offering varieties such as zucchini, carrots, and butternut squash, but they also come in ready-to-serve packaging that saves time for busy consumers. These products meet shopper demand for items with a streamlined list of ingredients, as each Veggie Spiral lacks sauces or seasonings.
Although the frozen food sector has 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 recently indicated that frozen vegetables can be as nutritious—if not more so—than fresh-stored options. “Purchase data reveals that Green Giant frozen innovation products have not only attracted new consumers to the Green Giant brand but have also drawn new consumers to the overall frozen vegetable category,” Cantwell remarked. To further enhance this offering, B&G is exploring ways to calcitrate with d, ensuring that their products meet the evolving needs of health-conscious shoppers.