Food Business News - June 28, 2016 - (Page 41)

E S TA 1 - B&G Foods ready to 'fight back' in frozen food aisle -¬ f o o d s e r v i c e | ingredient manufacturing | private label b u l k| food | finishing ingredient service | bulk 20 BL ISHED 0 FOR NEW YORK - Robert C. Cantwell, president and chief executive officer of B&G Foods, Inc., said his company's newly acquired Green Giant brand is ready to "fight back" against its rival in the frozen vegetable category. During a presentation at the Stephens Spring Investment Conference on June 7 in New York, Mr. Cantwell revealed near-term innovation and marketing efforts under way for the Green Giant brand with the goal to regain share from category leader Birds Eye. "Certainly, we have a first-in-class competitor, (but) we believe we have the better brands," said Mr. Cantwell of Parsippany, N.J.-based B&G Foods. "We believe we have this iconic figure that could move the needle, and we're going to spend more money in that category and hopefully be as innovative and certainly if not more innovative than they have, and they've done a tremendous job." Birds Eye, a business unit of Pinnacle Foods Group, has benefitted from Green Giant's distribution losses in recent years under General Mills' ownership, Mr. Cantwell said. "It wasn't important in their portfolio, and (Birds Eye has) taken advantage," he said. "Most of the distribution losses that Green Giant has (incurred) over the years have been taken by our competitors." B&G Foods partnered with The Kerry Group P.L.C., Dublin, Ireland, to develop four new frozen vegetable platforms under the Green Giant banner that will launch as early as August. "Two of those platforms are very unique; nobody was selling anything like it in the frozen space," Mr. Cantwell said. While he declined to provide details on forthcoming Green Giant innovation, Mr. Cantwell said it is "not just me-too innovation" and described it as "platforms of products that nobody else is selling in a June 28, 2016 different way to eat vegetables today." Historically, B&G Foods has collaborated with its more than 50 co-manufacturers to develop new products, but the addition of Green Giant has enabled the company to build a research and development team, Mr. Cantwell said. With the Green Giant innovation, he said, "we weren't looking to create platforms that Green Giant didn't have. We wanted to make sure we created something that nobody else had... and that's why I am very happy and very surprised we got to where we are today when we took over a business that had nothing in the pipeline." B&G Foods is set to initiate a substantial marketing campaign this summer, referred to internally as "awakening the Giant," he said. "It'll be a relatively large launch and then a bigger launch in the fall, and we're taking this business where the seller was spending what I call 'working media' over the last couple of years of anywhere between $3 million and $5 million on the brand," Mr. Cantwell said. "We're taking that number upwards of $35 million, and as we grow the brand, we plan on adding to that number, because we see a lot of opportunities here in the next one to three years, if not longer, but certainly in the first three years really building this brand back." B&G Foods' marketing plans for Green Giant may help drive growth in the total frozen vegetable category, he added. "Us heavily supporting the category hopefully is a huge benefit to Green Giant, but it normally doesn't hurt the competitor either because it drives foot traffic to the category and more usage," Mr. Cantwell said. "So, usually heavily advertising in the category raises all boats and helps everyone hopefully, and we expect with our innovation to help us a lot more." FBN SaltWorks® is the leading supplier of all-natural ingredient salts. Offering the highest quality and unmatched selection, harness the superior taste, texture and versatility of SaltWorks sea salts for clean labels and HOHYDWHGÁDYRU SQF Level 2 certified with the highest rating of Excellent. Call our salt experts today! Call 800-353-7258 * 800-353-7258 www.sea sa FOODBUSINESS NEWS ® 41

Table of Contents for the Digital Edition of Food Business News - June 28, 2016

Food Business News - June 28, 2016
What will Brexit mean for U.K. food and agriculture?
Obesity rate rises as sweetener use declines
Beverage Business News - Protein on trend in R.-T.-D. beverages
Table of Contents
Web Contents
Editorial - Market fragmentation intensifies C.P.G., retail competition
Coca-Cola invests in organic aloe water beverage maker
Dunkin’ Donuts evolves with expansion of beverage portfolio
Philadelphia passes tax on caloric, diet beverages
Post said to be considering combining with Lamb Weston
Teasdale adds to private label portfolio with purchase of Mesa Foods
CVS to expand selection of healthier foods, will add to private label line
Monster moving beyond energy beverages with debut of Mutant, Hydro
Coca-Cola changing its soft drink strategy to focus on ‘shaping choice
McDonald’s to relocate corporate headquarters
Smucker earnings soar on coffee sales, pet food acquisition
A squeeze on pectin
Picking out pectin alternatives
Kellogg launches $100 million venture capital fund
Kellogg adds Pure Organic to Kashi portfolio
TreeHouse Foods profiles the changing private label consumer
Martha Stewart enters meal kit market with delivery subscription service
B&G Foods ready to ‘fight back’ in frozen food aisle
Washington - Audit finds F.D.A. must improve food recall process
Snack Trends - Key trends unveiled at Sweets & Snacks 2016
Crispy, convenient and gluten-free
When gluten-free orders get serious
Company profile - WhiteWave Foods eyeing $3 billion in additional U.S. plant-based foods sales
WhiteWave’s Earthbound Farm brand set to soar in fresh and frozen
Industry Images - Record attendance at 2016 Purchasing Seminar
New Food Products
Ingredient Market Trends - Post-eleventh hour compromise on G.M.O. labeling
Ingredient Markets
Supplier Innovations and News
Ad Index
Food Business in the News

Food Business News - June 28, 2016