General Mills to Launch Green Giant Snack Line

Multigrain chips among more than 100 planned new products

MINNEAPOLIS -- The Jolly Green Giant is about to make a store-aisle turf grab. The General Mills-owned brand, synonymous with frozen and canned vegetables for more than 100 years, will in January enter the snack aisle for the first time with the launch of Green Giant veggie chips, according to a report in AdAge. The snacks will come in two flavors: sweet potato multigrain chips with sea salt and roasted veggie tortilla chips with a "zesty cheddar flavor."

The snacks are among more than 100 new products that General Mills is rolling out in the United States in its fiscal year 2013, which ends in May, including some offerings that have already made their debut. Among the new products, General Mills will continue to seek to revitalize its yogurt business with new flavors and a high-protein kids brand called Yoplait Pro-Force, according to the report.

General Mills' long-term goal is to get between 4% to 5% of its sales from new products, "and we think we will be very much in that range," CEO Ken Powell told analysts during a second-quarter earnings call on Wednesday. "We want to make sure that we are launching products that are bringing new consumers into the [brand] franchise, and we have steadily improved that number."