• by Nina Lentini  @Nina_Lentini, August 22, 2007

General Mills is leveraging consumers' twin desires for healthier eating and more convenience by introducing new Green Giant Health Blends, frozen vegetable blends with sauce that are targeted toward Boomers.

General Mills says it plans a marketing and promotion campaign to introduce the new Green Giant vegetables, which will include print advertising, online and in-store media support, and coupons. Details were not available.

The new blends are "Healthy Weight," which includes sliced carrots, sugar snap peas, black beans and edamame, lightly tossed with butter sauce, "Immunity Boost," with broccoli florets, julienned carrots and red and yellow sweet pepper strips in a garlic-herb infused extra virgin olive oil seasoning, and "Healthy Vision," with sliced carrots, zucchini quarters and sliced green beans, lightly tossed with rosemary butter sauce.

Suzanne Skapyak, a dietitian at the General Mills Bell Institute of Health and Nutrition, says the new blends "cook quickly and easily in the microwave, making it convenient to reap the targeted health benefits."

The company says per a release, that the new products will be available nationally by next week.

Also out this month from General Mills are Betty Crocker sweet potato and Yukon Gold boxed mashed potato products. No information on marketing support was available from General Mills.