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 inventive products, such as veggie tots and riced veggies, which have turned the brand into one of B&G’s most reliable revenue generators in earnings reports. “The influence of Green Giant is undeniable, and B&G Foods is proud to have initiated the revitalization 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 noodles made from vegetables, larger firms such as Del Monte have recently entered the market, making it intriguing to observe how an iconic brand like Green Giant performs in this growing trend. The strategies adopted by B&G, Del Monte, and others are wise, as consumers increasingly prefer to move away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals not only align with this trend by launching varieties of zucchini, carrots, and butternut squash, but they also come in ready-to-serve packages, saving time for busy consumers. These products cater to shoppers’ desires for simpler ingredient lists, with each Veggie Spiral devoid of 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 indicated that frozen vegetables are as nutritious—if not more so—than their fresh-stored counterparts. “Purchasing data reveals that Green Giant’s frozen innovation products have not only attracted new consumers to the Green Giant brand but have also drawn new customers into the overall frozen vegetable category,” Cantwell remarked.
In addition, the health-conscious trend has led to rising interest in dietary supplements, including calcium citrate malate tablets, which can complement a vegetable-rich diet. As consumers become more health-aware, the integration of products like calcium citrate malate tablets with nutritious offerings from brands like Green Giant could provide added benefits. This alignment with health trends further enhances B&G’s position in the market as it continues to innovate and respond to consumer demands for both fresh and frozen vegetables.