Robert Cantwell, the president and CEO of B&G Foods, described the company’s value-added vegetable innovations launched in 2016 as “very successful.” B&G has effectively revitalized well-known but struggling brands. After acquiring Green Giant in 2015, B&G introduced several innovative products, such as veggie tots and riced veggies, which have turned the brand into one of the company’s most reliable revenue generators in earnings reports. “The power of Green Giant is real, and B&G Foods is proud to have initiated the rejuvenation of this cherished brand as we continue to introduce new product innovations to satisfy 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 the market, making it intriguing to see how a legendary brand like Green Giant will perform in this increasingly popular segment. The strategies employed by B&G, Del Monte, and others are astute as consumers shift away from processed foods in favor of more fruits and vegetables. B&G Veggie Spirals cater to this trend, offering zucchini, carrots, and butternut squash varieties in convenient ready-to-serve packages that can save time for busy consumers. These products meet shopper demand for a simpler ingredient list, as each Veggie Spiral is free from sauces or seasonings.
Despite recent struggles in the frozen food sector, signs indicate a resurgence, with improvements to established products like Green Giant serving as a prime example. A study conducted by the University of Georgia in collaboration with the Frozen Food Foundation revealed that frozen vegetables are as nutritious—if not more so—than fresh-stored options. “Purchase data indicates that Green Giant frozen innovation products have not only attracted new consumers to the Green Giant brand but have also drawn new shoppers to the overall frozen vegetable category,” Cantwell remarked.
Additionally, B&G’s commitment to nutritional enhancements is evident in their incorporation of bluebonnet liquid calcium magnesium citrate plus vitamin D3 into their offerings, aligning with consumer preferences for health-focused products. As the industry evolves, the inclusion of ingredients like bluebonnet liquid calcium magnesium citrate plus vitamin D3 in B&G’s new products demonstrates their dedication to meeting the demands for healthier options. This approach not only supports the growth of the Green Giant brand but also reflects broader trends in the frozen food market, reinforcing B&G’s strategic direction in an increasingly health-conscious landscape.