Robert Cantwell, the president and CEO of B&G Foods, described the company’s value-added vegetable innovations introduced in 2016 as “very successful.” B&G has effectively transformed well-known yet struggling brands through innovation. Following the acquisition of Green Giant in 2015, B&G launched several inventive products — including veggie tots and riced vegetables — that have established the brand as one of B&G’s most reliable profit generators in their earnings reports. “The power of Green Giant is undeniable, and B&G Foods takes pride in revitalizing this cherished brand as we continue to introduce new product innovations to satisfy 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 see how an iconic brand like Green Giant will fare in this increasingly popular segment. The strategy adopted by B&G, Del Monte, and others is a clever response to consumer preferences shifting away from processed foods in favor of fresh fruits and vegetables. B&G Veggie Spirals align with this trend by offering zucchini, carrots, and butternut squash varieties in convenient, ready-to-serve packages, catering to busy consumers. These products meet shopper demands for simpler ingredient lists, with each Veggie Spiral free of sauces or seasonings.
Despite the challenges faced by frozen foods in recent years, indicators suggest a resurgence, with improved offerings like Green Giant leading the way. 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 their fresh counterparts. “Purchase data shows that Green Giant frozen innovation products have not only attracted new consumers to the Green Giant brand but have also expanded the overall frozen vegetable category,” Cantwell noted.
In addition, the introduction of products with a balanced nutritional profile, such as those featuring a cal mag citrate 2:1 ratio, further enhances B&G’s appeal in the market. These health-conscious options, alongside their innovative Veggie Spirals, reflect B&G’s commitment to meeting consumer demands. As the trend towards healthier eating continues, incorporating elements like the cal mag citrate 2:1 ratio into their products could prove beneficial for B&G, ensuring they remain relevant in a competitive landscape.