Giant’s new Cook-in-Bag store brand innovates the meat department

Dan Ochwat
Executive Editor
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Providing a quick and easy weeknight meal, The Giant Company has launched a new private brand product in the meat and seafood department called Cook-in-Bag. The proteins are seasoned and packaged in a bag that can be placed directly in the oven. They cook in about 25-30 minutes.

The innovative Cook-in-Bag pork and chicken products can be cooked in the package in an oven or a crockpot, while the seafood Cook-in-Bag items can only be cooked in an oven.


“Today’s families are busier than ever and they are looking for easy, real meals that take less time to prepare and allow for more time to spend together around the table,” said John Ruane, chief merchandising officer, at Carlisle, Pa.-based The Giant Company. “The center-of-the-plate protein is already prepared with the Cook-in-Bag, so families just add their favorite sides to create a flavorful and balanced meal that is convenient any night of the week.” 

The lineup of seafood flavors includes Mediterranean cod, lemon dill scallops, Chesapeake Bay shrimp and bourbon salmon. The pork and chicken assortment includes triple mustard and honey roast, Jamaican jerk roast, red wine and herb loin filet, Greek loin filet, garlic and herb whole roaster, garlic and herb chicken breasts, Asian teriyaki chicken breasts, sweet kickin’ BBQ chicken breasts, chimichurri chicken thighs, and carnitas chicken thighs.

The products are available in Giant and Martin’s stores this week, joining its private brand portfolio of thousands of products under labels like Giant brand, Nature’s Promise, Taste of Inspirations, CareOne, Smart Living, Always My Baby, Etos, Companion and Limited Time Originals. The retailer is a banner under Ahold Delhaize.

Giant is also working to remove synthetic colors, artificial flavors, artificial preservatives, artificial sweeteners, MSGs and high fructose corn syrup from all of its private brand product lines by 2025.

“Our private brand lines are an important piece of our overall product strategy as the mix of quality, assortment and affordability continue to make them popular with our customers,” Ruane said.