General Mills has launched Green Giant Valley Fresh Steamers in the US, a range of four frozen vegetable products that the US food giant said will provide consumers with more variety when choosing their veg.

The products come in four “blends” – Nature’s, Farmer’s, Valley and Market – which include vegetables like Roma tomatoes, dried cranberries, cauliflower and broccoli florets.

Each product has a Green Giant Cook Sensor on the packet to enable consumers to cook the vegetables to “steamed perfection” in microwaves.

“Fitting vegetables into your diet can be enough of a challenge, but now experts are reminding us that it’s just as important to eat a variety of vegetables to get a range of nutrients,” said Green Giant marketing manager Steve Finnie. “With the four new Green Giant vegetable medleys, vegetable variety is as convenient as it is delicious, and the new Green Giant Cook Sensor means your vegetables will be perfectly steamed for optimal taste every time.”

Meanwhile, General Mills said the Weight Watchers brand had “endorsed” Green Giant frozen vegetables and included selected products in its points programme.

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By GlobalData