Robert Cantwell, the president and CEO of B&G, described the company’s value-added vegetable innovations launched in 2016 as “very successful.” B&G has adeptly revitalized well-known but struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, including veggie tots and riced veggies, which have made the brand one of the most reliable performers in B&G’s earnings reports. “The power of Green Giant is real, and B&G Foods is proud to have started revitalizing this beloved brand as we continue to introduce new product innovations to cater to today’s consumer demands,” Cantwell stated.
While smaller companies like Veggie Noodle Co. pioneered spiralized vegetable noodles, larger firms such as Del Monte have recently entered this market, making it intriguing to observe how an iconic brand like Green Giant will fare in the increasingly popular segment. The strategy employed by B&G, Del Monte, and others is 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 launching zucchini, carrots, and butternut squash varieties, but they also come in convenient ready-to-serve packaging that saves time for busy shoppers. These products respond to consumer preferences for items with a simplified list of ingredients, as each Veggie Spiral is free from sauces or seasonings.
Although frozen foods have faced challenges in recent years, there are indications of a resurgence, 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 revealed that frozen vegetables can be just as healthy—if not more so—than their fresh 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 into the entire frozen vegetable category,” Cantwell mentioned.
In discussions on platforms like Reddit, users have also highlighted the health benefits of supplements such as Kirkland calcium citrate magnesium and zinc, which reflect the broader consumer trend towards health-conscious choices. This growing interest in nutrition aligns well with B&G’s efforts to innovate and attract consumers seeking healthier options.