Green Giant Fresh launches all-vegetable meal bowls


Green Giant Fresh, an innovative leader in value-added fresh produce, is introducing six meal bowls. All products are made with 100 percent fresh vegetables, include a sauce/seasoning packet and come in a microwave-safe bowl.

Launched in mid-February, the Burrito Bowl and teriyaki Fried Rice Bowl kicked off the line-up with a regional launch. Both flavors feature the company’s industry-first item, Cauliflower Crumbles, as their central ingredient.

Introduced in 2015, the popularity of Cauliflower Crumbles expanded rapidly, growing overall cauliflower business by 38 percent, effectively tripling category growth. The company built on the success of this newly launched item and extended the line to include two additional items: Cauliflower Crumbles Fried Rice Blend and Sweet Potato & Cauliflower Crumbles.

The new Green Giant Fresh Burrito Bowl, which includes Cauliflower Crumbles and a zesty ancho-chipotle pepper sauce including black beans, becomes a meal in minutes right in its microwavable bowl.

Another convenient grab-and-go item, the teriyaki Fried Rice Bowl, includes Cauliflower Crumbles Fried Rice Blend (chopped cauliflower, carrots, onions and broccoli) and a sweet and tangy teriyaki sauce packet. Consumers have the option to add an egg before microwaving to boost the bowl’s protein and deliver a true fried rice experience.

The first two Meal Bowls will be joined in the marketplace in late spring by four additional line items including a Pad Thai Bowl, Rancheros Bowl, Buddha Bowl and Ramen bowl.

Jamie Strachan, chief executive officer of Salinas, CA-based Green Giant Fresh, said the new line-up of meal-ready bowls was developed to appeal to a broad range of consumers. “This innovative new line includes deliciously distinct world flavors in microwave-safe bowls that are made exclusively with fresh vegetables.” He added that all six are vegan-friendly and ideal for on-the-go consumers.

Merchandising launch support

The Green Giant Fresh launch support includes motivating programs that drive consumer awareness, trial and purchase continuity. In partnership with retail customers, promotional programming will leverage the most meaningful activities that cause consumers to “purchase now” — and provide a merchandising strategy that is designed to support retailers total business requirements.

“Developing delicious flavor profiles with on-trend products in all of our new innovations is just the beginning of our program and commitment to retailers,” said Jennifer Dixon, Green Giant Fresh vice president of marketing. “We provide merchandising aids that lead the consumer from awareness, to trial, and ultimately to brand commitment and loyalty.”

Developing fresh products that are as nutritious as they are delicious is an ongoing goal for Green Giant Fresh, whose line of five new fresh Vegetable Noodles created a buzz in the fresh produce industry last year. Their impact as a healthy swap prompted canned and frozen company Green Giant to offer frozen versions of the popular noodles named Veggie Spirals.

Fresh contributions

Transformative on an even broader stage, Green Giant Fresh could be credited for igniting the sales and interests of other fresh produce categories as witnessed by the spike in fresh cauliflower sales after its first-to-market Cauliflower Crumbles went nationwide in 2015.

The continually expanding fresh product line spans 200-plus branded goods across the majority of fresh vegetable categories. In addition to the unique new vegetable inspirations Green Giant Fresh is continually developing to stay atop trends and meet consumer demand, a quick glance down the value-added fresh produce aisle also shows vegetable trays, packaged lettuces and an assortment of meal-ready peeled, cored, sliced, diced, chopped, riced, crumbled and spiralized mixes, medleys, blends and slaws.

Strachan says Green Giant Fresh’s focus remains on providing nutritious and versatile options to help spark and contribute to healthier lifestyles. “Look for us to regularly introduce unique new mixes, blends and meal-ready products; many of which can be heated and served right in their containers,” Strachan concluded.

Dates for the availability of the six meal bowls are staggered and vary for each region of the country.

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