Green Giant Helps America Swap In More Veggies

PARSIPPANY, New Jersey, September 6, 2016

Green Giant Returns With A Purpose – To Help America Swap In More Veggies. New Product Innovations Aim to Make it Easier for Today’s Health-Minded Consumers to Add More Veggies into Meals; Products Set to Hit Stores Nationwide in September.

B&G Foods announced today that “the Giant has awakened” to answer the call of a nation where about just one in ten people consume enough fruits and vegetables1. The iconic Green Giant brand is reintroducing itself with a modern take on vegetables and new versions of mealtime favorites, 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.”

The new Green Giant frozen vegetable products include:

Veggie Tots: The kid-friendly, mom-approved alternative to potato tots and French fries are filled with vegetables such as cauliflower or broccoli instead of potatoes. Delicious varieties include Cauliflower, Broccoli, and Broccoli & Cheese.

Riced Veggies: Made from 100 percent vegetables and with no sauce or seasoning, these veggie alternatives to traditional rice have 70 percent to 85 percent fewer calories per serving than the leading brand of prepared white rice. Delicious varieties include Cauliflower, Cauliflower & Broccoli, Cauliflower & Sweet Potato, and Cauliflower Medley.

Mashed Cauliflower: A great-tasting alternative to the typical potato side dish. Each half‑cup serving contains one full serving of cauliflower and 40 percent to 45 percent fewer calories than the leading brand of prepared mashed potatoes. Delicious varieties include Original with Olive Oil & Sea Salt, Cheddar & Bacon, and Garlic & Herb.
Roasted Veggies: Offering the great taste of roasted vegetables without the hassle of roasting and cleaning up. These items contain no sauce or seasoning. Simply heat and pair with your favorite entrée. Delicious varieties of Roasted Veggies include Corn, Brussels Sprouts, Broccoli, Cauliflower, and Carrots.

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 percent of consumers considering nutritional content important in their buying decisions2, the shift toward contemporary formats of nutritious and convenient vegetables is a natural move for the beloved Green Giant brand.

The new Green Giant products will be in stores nationwide starting in late September. In conjunction with the new frozen products, Green Giant is scaling new heights by rolling out a $30 million omnipresent “The Giant Awakens” media campaign. The brand will take consumers down memory lane to remind them of the iconic Jolly Green Giant character and his part in serving generations of American families their vegetables. Green Giant will bring forward its approach to creating products that meet current consumer eating patterns, ushering in a more contemporary era for a classic American brand and icon.

About Green Giant

Few brands enjoy a heritage as rich as that of Green Giant. For over 100 years, Green Giant has been devoted to growing the best quality and most unforgettably delicious vegetables for you and your family.

About B&G Foods

B&G Foods, Inc. and its subsidiaries manufacture, sell and distribute a diversified portfolio of high-quality, branded shelf-stable and frozen foods across the United States, Canada and Puerto Rico.