Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations introduced in 2016 as “highly successful.” B&G has effectively revitalized well-known yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G launched several creative products, including veggie tots and riced veggies, making the brand one of B&G’s most reliable sources of revenue according to earnings reports. “The appeal of Green Giant is substantial, and B&G Foods takes pride in having begun the revitalization of this cherished brand as we continue to introduce new product innovations to meet the needs of modern consumers,” Cantwell stated.
While smaller companies like Veggie Noodle Co. have pioneered spiralized vegetable noodles, larger corporations such as Del Monte have recently entered this market, making it intriguing to observe how a classic brand like Green Giant performs in this increasingly popular sector. 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 not only align with this trend by offering zucchini, carrots, and butternut squash varieties but also come in ready-to-serve packages that cater to busy consumers. These products respond to shopper preferences for items with fewer ingredients, as each Veggie Spiral is free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, signs of a resurgence are apparent, with enhancements to existing 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 are as nutritious—if not more so—than their fresh counterparts. “Purchase data reveals that Green Giant’s innovative frozen products have not only attracted new consumers to the Green Giant brand but have also drawn new shoppers to the entire frozen vegetable category,” Cantwell remarked.
Additionally, as consumers increasingly seek out nutritious options, the introduction of products like Solaray Calcium Citrate Plus complements this trend by providing essential nutrients that support a healthy lifestyle. B&G’s initiatives, including Veggie Spirals and their commitment to innovation, align well with the growing consumer demand for health-conscious choices, proving that brands like Green Giant can thrive in this evolving market. With the incorporation of items such as Solaray Calcium Citrate Plus, B&G demonstrates a broader commitment to meeting the diverse needs of health-focused consumers.