FDBusiness.com

Fresh produce company Produce World is launching the Green Giant Fresh product line in the UK. The canned range of Green Giant sweet corn and speciality vegetables has been available in the UK since 1960.

In North America, selected growers have been offering retailers premium Green Giant Fresh fruit and vegetables for over 15 years and currently represent nearly one-third of the total annual brand value across all product ranges. Recently, a group of European based produce companies have developed a European Economic Interest Group and partnerships to offer Green Giant Fresh on a range of premium fresh produce in the UK, Spain and other parts of Europe under license through General Mills.

The Green Giant Fresh product line will be offered in the UK by Produce World in conjunction with key product partners, Unica and El Dulze.

“A vegetable brand with 96% consumer recognition in the UK, positions Green Giant Fresh in a class of its own. Our research shows, our line of premium Green Giant Fresh vegetables will create incremental consumer interest for participating retailers,” says Jonathan Tole, business unit director with Produce World. “One-in-four UK households buy Green Giant products today. Green Giant Fresh will provide an appealing new range of products to help families get their five recommended daily servings from a trusted and familiar premium vegetable brand.”

Produce World’s complementary range of Green Giant Fresh products are planned to include broccoli, carrots, tomatoes, peppers and lettuces. It is anticipated that a complete line of products using the Green Giant brand will be on shelves by the end of the first quarter of 2011.