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The Jolly Green Giant gets a better-for-you makeover


PARSIPPANY, N.J. -- One of America's most popular frozen food brands is answering the call of consumers who want healthier but still convenient meals.

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, 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."

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. Varieties include Cauliflower, Broccoli, and Broccoli & Cheese.

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

• Mashed Cauliflower: An alternative to the typical potato side dish. Each half cup serving contains one full serving of cauliflower and 40% to 45% fewer calories than the leading brand of prepared mashed potatoes. Varieties include Original with Olive Oil & Sea Salt, Cheddar & Bacon, and Garlic & Herb.

• Roasted Veggies: Offering the taste of roasted vegetables without the hassle of roasting and cleaning up. These items contain no sauce or seasoning. Varieties of Roasted Veggies include Corn, Brussels Sprouts, Broccoli, Cauliflower, and Carrots.

These new Green Giant frozen vegetable products aim to connect with how consumers prepare vegetables today and meet the increasing demand for nutritious, time-saving food options to match consumers' on-the-go lifestyles. 

The new Green Giant products will be in retailers nationwide starting in late September. 

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