Major icon grows in stature on Green Giant Fresh brand produce packaging. With redesign, Sholl Group II, Eden Prairie, MN, which markets Green Giant Fresh produce products under license from General Mills, Minneapolis, MN, takes advantage of brand equity, consumer recognition. Green Giant character, logo, valley now occupy upper third of front panel on four Green Giant Fresh product lines: Steam Line in bags that steam-cook vegetables in microwave; Stir-Fries ready meals with sauce packets; Cut Vegetables in steamer bag; branded fruits, vegetables. According to Darci Eckermann, svp, The Sholl Group, “We decided to increase the size of the Green Giant because the Green Giant brand is recognized by 96% of consumers and has tremendous brand equity, as well as now delivering first rate on-shelf shop-ability. It is synonymous in consumers’ minds with quality, freshness and trust.”