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September 5, 2017

B&G Foods continues Green Giant carb-alternative push

US-based B&G Foods is targeting carbohydrate-avoiders through its new frozen Green Giant Veggie Spirals.

By Andy Coyne

US-based B&G Foods is targeting carbohydrate-avoiders through its new frozen Green Giant Veggie Spirals.

Following the launch of products such as Riced Veggies, Mashed Cauliflower and Roasted Veggies under the Green Giant brand, the New Jersey-based firm’s latest vegetable ‘swap-in’ offering will initially be available in zucchini (courgette), carrot and butternut squash varieties.

B&G said the products are 100% vegetables, with no sauces or seasonings. They are gluten-free, paleo-friendly, low calorie and range from 65-90% fewer carbs than traditional pasta.

Robert Cantwell, president and chief executive officer of B&G Foods, said: “The Green Giant frozen vegetable innovations that we launched last fall have been very successful, proving that consumers are hungry to embrace Green Giant once again while incorporating new formats and varieties of vegetables in their diet.

“Purchase data shows that Green Giant frozen innovation products have not only brought new consumers to the Green Giant brand, but have also brought new consumers to the overall frozen vegetable category.”

Green Giant is also debuting the PrimaPak package, a hybrid packaging technology, for Green Giant Veggie Spirals. This technology, produced by a joint venture including Sonoco Flexible Packaging, acts as a bowl and allows consumers to blend ingredients, heat and serve without additional dishes. 

Green Giant Veggie Spirals are expected to be in US stores from January 2018.

B&G Foods purchased the Green Giant brand in November 2015. According to B&G’s most recent financial filing, the net sales of Green Giant frozen products grew 14% year-on-year for the second quarter of 2017, although it reported declining sales of Green Giant shelf-stable products.

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