B&G Foods has announced that “the Giant has awakened” to answer the call of a nation where about just one in ten people consume enough fruits and vegetables.
The iconic Green Giant brand is reintroducing itself with a modern take on vegetables and new versions of mealtime products, targeting the needs of today’s health-minded, convenience-seeking consumers. With a fresh take on yesterday’s side dishes, the new Green Giant frozen vegetable product lines include Veggie Tots, Riced Veggies, Mashed Cauliflower and Roasted Veggies.
“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, Chief Executive Officer 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.”
“These innovative, new Green Giant frozen vegetable products connect very well with how consumers prepare vegetables today and meet the increasing demand for nutritious, time-saving food options to match consumers’ on-the-go lifestyles.With 88% of consumers considering nutritional content important in their buying decisions, the shift toward contemporary formats of nutritious and convenient vegetables is a natural move for the beloved Green Giant brand,” according to B&G Foods.
The new Green Giant products will be in US stores starting in late September. In conjunction with the new frozen products, Green Giant is rolling out an USD30m “The Giant Awakens” media campaign.
