B&G Foods has announced a swathe of product development in a bid to modernise its Green Giant brand.
The US company is rolling out a “modern take” on vegetables, with the launch of frozen vegetable lines including veggie tots, riced veggies, mashed cauliflower and roasted veggies.
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The move is the first significant push behind Green Giant since B&G acquired the brand from General Mills last year. At the time, the company said it intended to reverse the decline of Green Giant sales through a focus on innovation and increased marketing spend.
“Since the acquisition of this iconic brand, we have been working tirelessly to meet consumer desire for new, delicious ways to incorporate more vegetables into their daily lives,” said Robert Cantwell, CEO of B&G Foods. “This consumer desire has inspired the creation of new Green Giant frozen innovations, as well as the brand’s modernized persona, with the intention of bringing back the Green Giant with a purpose—adding more vegetables to America’s plates.”
B&G believes the new lines of “convenient” vegetables will meet growing consumer demand for nutritional products.
The new Green Giant products will be in stores nationwide starting later this month. The launches are being supported by a US$30m media campaign.
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By GlobalData
