Libby's Launches Microwavable Pouch for Vegetables

Sept. 20, 2016
The country's second largest brand of canned vegetables is launching what could be a first for the category: a microwavable stand-up pouch.
Libby's/Seneca Foods, Marion, N.Y., which has packed its fruits and vegetables in metal cans since the 1800s, is adding an easy-open, microwavable, flexible pouches to its vegetable line. Said to be a first for the vegetable category, the convenient heat-and-serve packaging format makes quicker work of preparing dinner. The shelf-stable pouches are designed to be a time saver, according to Bruce Wolcott, vp of marketing for brand owner Seneca Foods.

"Although most parents know vegetables are healthy, they are served at only 23 percent of dinners," Wolcott says. "Parents need options for bringing vegetables to the table that they can feel good about and that help preserve important family time."

Light weight and space-efficient, the stand-up pouches for Libby's Vegetables will sit on shelves alongside their canned counterparts, but cook in less than 60 seconds without pots or extraneous heating containers.

Currently launching across the country, the line can be served hot or cold, and includes five varieties grown and packed in the U.S.: Whole kernel sweet corn, sliced carrots, cut green beans, sweet peas and mixed vegetables.

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