Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations introduced 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 launched several innovative products, including veggie tots and riced vegetables, which have turned the brand into one of B&G’s most reliable profit generators in earnings reports. “The power of Green Giant is undeniable, and B&G Foods takes pride in rejuvenating this cherished brand as we continue 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 the market, making it intriguing to see how a legendary brand like Green Giant will perform in this increasingly trendy sector. The decisions made 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 Veggie Spirals not only align with this trend by offering zucchini, carrots, and butternut squash varieties but also come in ready-to-serve packages that save time for busy shoppers. These products meet consumer demand for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite recent challenges in the frozen food sector, there are indications of a resurgence, with improvements to existing products like Green Giant leading the way. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation revealed that frozen vegetables are as nutritious—if not more so—than those stored fresh. “Purchase data indicates that Green Giant’s 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 noted. Additionally, incorporating ingredients like cal citrate into these products could further enhance their appeal, aligning with the growing consumer interest in health-focused options.