Robert Cantwell, the president and CEO of B&G Foods, described the company’s value-added vegetable innovations introduced in 2016 as “highly successful.” B&G has excelled at revitalizing well-known but challenged brands. Following the acquisition of Green Giant in 2015, B&G launched several innovative products, such as veggie tots and riced veggies, which have established the brand as one of B&G’s most reliable profit generators in earnings reports. “The strength of Green Giant is undeniable, and B&G Foods takes pride in having started the rejuvenation of this cherished brand as we continue to introduce new product innovations to satisfy the needs of today’s consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger firms, including Del Monte, have recently entered this trend, making it intriguing to observe how an iconic brand like Green Giant performs in this increasingly popular market. 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 cater to this trend by offering zucchini, carrots, and butternut squash varieties in convenient, ready-to-serve packages, helping busy consumers save time. These products align with shopper preferences for items featuring a streamlined list of ingredients, with each Veggie Spiral free from sauces or seasonings.
Although frozen food sales have faced challenges in recent years, recent indicators suggest a resurgence, with improvements to established 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 can be just as nutritious—if not more so—than their fresh counterparts. “Purchase data indicates that Green Giant’s frozen innovation products have not only attracted new customers to the Green Giant brand but have also drawn new consumers to the entire frozen vegetable category,” Cantwell remarked. Additionally, with the rise in popularity of products like the ccm tablet from GSK, the market continues to evolve, reflecting consumers’ growing interest in healthier food options.