Green Giant, the popular frozen vegetable brand marketed in the United States by Parsippany, New Jersey-based B&G Foods, has launched a Friendsgiving campaign in support of the No Kid Hungry charity. Green Giant, Little Green Sprout and other brand mascots including Ernie L. Keebler (Ferrero Group ), Charlie the Tuna (StarKist Co.), Lucky Charms Lucky the Leprechaun and Cheerios Buzz Bee (StarKist Co.), Mr. Peanut (Hormel Foods), and the Pillsbury Doubhboy came together recently to share a festive Friendsgiving meal. Each brought a favorite holiday recipe to the table, which Green Giant has combined into a free digital cookbook. Consumers can visit GreenGiantFriendsgiving.com to download the cookbook.
To mark the Friendsgiving feast, the Green Giant brand has pledged a donation to No Kid Hungry to help make sure children in need across the USA have access to three healthy meals a day. Consumers interested in hosting their own Friendsgiving celebrations can sign up with No Kid Hungry to turn their events into fundraisers, and receive tools and ideas to help raise money for the national campaign. Each sign-up from now until November 30, 2023 will result in a $1 donation by Green Giant, with a minimum total donation of $25,000 and a maximum total donation of $35,000.
“Thanksgiving is a time to come together over a delicious meal with family and friends,” said Steven DeFrino, B&G Foods’ director of brand marketing for frozen and vegetable products. “We couldn’t think of a better way to mark this year’s holiday than by bringing together some of the most beloved mascots with delicious dishes featuring their brands, to celebrate our support of No Kid Hungry.”
“We’re incredibly honored that the Green Giant brand approached us with the idea of a Friendsgiving filled with beloved brand mascots and their favorite holiday recipes,” said Jessica Bomberg, Director of Peer-to-Peer Fundraising at Share Our Strength, the organization behind the No Kid Hungry campaign.
“Thanksgiving is an important time to remember that millions of kids in the United States are living with hunger. Friendsgiving has become one of the most important fundraising moments for our organization, and we look forward to leveraging this creative campaign to encourage more consumers to turn their own Friendsgiving celebrations into fundraisers to raise funds for hungry kids,” said Jessica Bomberg, director of peer-to-peer fundraising at Share Our Strength, the organization behind the No Kid Hungry campaign.
About Green Giant
Meanwhile, B&G Foods has announced the sale of its Green Giant shelf-stable vegetable product range in the United States to Seneca Foods Corporation. Excluded from the deal are Green Giant trademarks, which are being licensed to Seneca Foods. The transaction did not include the Green Giant frozen, Green Giant Canada or the Le Sueur brand.
“Our decision to sell the US shelf-stable product line of the Green Giant brand is part of our ongoing effort to divest product lines that are non-core to B&G Foods’ long-term strategy and reduce long-term debt,” said Casey Keller, the company’s president and chief executive officer. “We believe that Seneca Foods, the long-time, primary co-manufacturer for the Green Giant US shelf-stable product line, is the right owner for the US shelf-stable product line. We continue to believe in the power of the iconic Green Giant brand and the sale will allow our Green Giant team to focus on Green Giant frozen, Green Giant Canada and the Le Sueur brand.”
On the products innovation front, Green Giant is pleased with the recent launch of its convenient Veggie Swap-Ins line, which includes Broccoli & Cheese Dino Veggie Tots, Veggie Spirals, Riced Veggies, and Mashed Cauliflower.
Each 10 oz. bag of Veggie Tots includes three fun shapes – Caulisaurus Rex, Broccliosaurus and Foot Fossil. The dino-shaped tots are well suited for air fryers and can be enjoyed from freezer to table in less than 10 minutes.
