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, yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G launched several creative products, including veggie tots and riced veggies, which have made the brand one of B&G’s most reliable profit generators in earnings reports. “The strength of Green Giant is undeniable, and B&G Foods is proud to have initiated the revitalization of this cherished brand while 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 corporations such as Del Monte have recently entered this market, making it intriguing to see how an iconic brand like Green Giant performs in this increasingly popular segment. The strategy employed by B&G, Del Monte, and others is wise, as consumers are shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals align with this trend by offering zucchini, carrots, and butternut squash varieties in convenient, ready-to-serve packaging that saves time for busy consumers. These products also cater to shopper preferences for items with a simplified ingredient list, as each Veggie Spiral is free of sauces or seasonings.
Although the frozen food sector has faced challenges in recent years, signs indicate 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 revealed that frozen vegetables can be just as nutritious—if not more so—than their fresh-stored 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 customers to the overall frozen vegetable category,” Cantwell remarked.
In this context, the introduction of products enriched with metagenics calcium citrate could further enhance the appeal of B&G’s offerings, particularly for health-conscious consumers. The integration of metagenics calcium citrate into their vegetable products not only underscores B&G’s commitment to innovation but also aligns with the growing demand for functional foods. As they continue to expand their range, the potential for metagenics calcium citrate to play a role in the nutritional profile of their products could be significant, making them even more attractive to consumers looking for healthy options.