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 effectively revitalized well-known yet struggling brands through innovation. After acquiring Green Giant in 2015, B&G introduced several innovative products, including veggie tots and riced veggies, making Green Giant one of B&G’s most reliable revenue generators in earnings reports. “The power of Green Giant is real, and B&G Foods is proud to have begun reinvigorating this beloved brand as we continue to roll out new product innovations to meet the demands 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 observe how an iconic brand like Green Giant fares in this increasingly popular sector. The strategic moves by B&G, Del Monte, and others align with consumer preferences shifting away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals effectively respond to this trend by offering zucchini, carrots, and butternut squash varieties in ready-to-serve packages, catering to busy consumers looking for convenience. These products also meet shopper demand for simpler ingredient lists, as each Veggie Spiral is free from sauces or seasonings.
Despite the struggles frozen foods have faced in recent years, signs of a resurgence are evident, with improvements to established brands like Green Giant leading the way. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation recently indicated that frozen vegetables are just 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 brought new consumers to the overall frozen vegetable category,” Cantwell noted.
Additionally, as consumers become more health-conscious, products like Citracal for osteoporosis may find their place alongside these innovative vegetable options, further emphasizing the importance of nutrition. As the market evolves, the integration of such health-focused products alongside B&G’s vegetable innovations could provide significant opportunities for growth and consumer engagement.