The General Mills brand, which has been offering fresh veg in the US for the past 15 years, announced its intention to launch a fresh range in the UK earlier this year. The range will be supplied by Produce World in partnership with Unica and El Dulze.
Produce World business unit director Jonathan Tole said it was hoped the launch of Green Giant Fresh would increase shopper interest in the fresh produce category. "Our line of premium Green Giant Fresh vegetables will create incremental consumer interest for participating retailers," he said.
Green Giant Fresh goes on sale in the multiples over the next few weeks, with listings to be confirmed shortly.