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 effectively revitalized well-known but struggling brands through innovation. After acquiring Green Giant in 2015, B&G launched several innovative products, including veggie tots and riced veggies, which have turned the brand into one of B&G’s most reliable revenue generators in earnings reports. “The strength of Green Giant is undeniable, and B&G Foods is proud to have started revitalizing this cherished brand as 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 companies like 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 strategies employed 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 align perfectly with this trend by offering varieties such as zucchini, carrots, and butternut squash in convenient ready-to-serve packages that save time for busy consumers. These products also meet shopper demand for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite challenges faced by the frozen food sector in recent years, there are indications of a resurgence, with improvements to products like Green Giant serving as prime examples. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently revealed that frozen vegetables can be as nutritious—if not more so—than fresh-stored options. “Purchase data indicates that Green Giant frozen innovation products have not only attracted new customers to the Green Giant brand but have also drawn new consumers into the frozen vegetable category as a whole,” Cantwell remarked.
Incorporating ingredients like calcium magnesium citrat into these vegetable innovations could further enhance their appeal, as consumers increasingly seek out health benefits alongside convenience. The inclusion of calcium magnesium citrat could also address the growing demand for nutrient-rich options. As B&G continues to innovate, the potential for products that combine convenience with health benefits, such as those containing calcium magnesium citrat, will likely play a significant role in attracting health-conscious consumers.