Is 'cauliflower rice' going mainstream? Green Giant hopes so

NEW YORK, N.Y. – Green Giant is hoping the “cauliflower rice” trend can help it modernize its image and turn around declining sales.

The struggling vegetable maker plans to introduce frozen versions of the chopped vegetable, which dieters use to lower calories in starchy dishes. Others are in on the trend too, including Trader Joe’s and Wegmans, which each offer house brand versions.

Companies are hoping to capitalize on the trend by doing the prep work of chopping for what they hope is a growing legion of cauliflower heads. Some Trader Joe’s have quickly sold out of bags of its house version in some areas.

Green Giant plans to start selling bags of frozen “Riced Veggies” made with cauliflower, as well as frozen “mashed cauliflower” at the end of September.