Garden Lites, a manufacturer and marketer of vegetable-based frozen food products in the United States, has introduced a new sub-brand: “Veggies Made Great.” It is now available at Stop & Shop and Giant Landover stores, as well as in select Costco outlets.
“We are passionate about our brand purpose, which is to make surprisingly delicious veggie-rich foods so people can incorporate more veggies into their diet. This is a great way to strengthen our message,” said Andy Reichgut, executive vice president of the Rahway, New Jersey-headquartered company.
The packaging debut coincides with the launch of two Garden Lites Frittatas breakfast category items: Egg White Spinach Frittata and Veggie Bacon & Potato Frittata (featuring faux bacon made from pinto beans). These offerings join an existing line of value added products that include Garden Lites Muffins, Super Food Veggie Cakes and Garden Lites Superfood Mac and Cheese.
The bright green look of the “Veggies Made Great” logo on all packaging signals a shift in visual language in which vegetables are emphasized as the primary ingredient in all products. The design change also helps highlight the company’s usage of clean and simple, gluten-free, non-GMO, nut-free and kosher ingredients. The back of the pack lists ingredients in a clear veggie wheel graphic.
“This dynamic new packaging is a radical change sure to scream from the frozen food aisle as to why to purchase,” said Reichgut. “We are confident that it will drive new consumers to the brand.”
The Garden Lites product line continues to exceed projections, having achieved a sales spike of over 100% over the past two years. This has led the company to expand output capacity with the recent inauguration of a 40,000-square-foot factory in Avenel, New Jersey.
