Wegmans Food Markets, Inc.

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

Cauliflower is white like rice and can apparently mimic its taste, too.

Swapping out the rice and potatoes in dishes with chopped-up cauliflower has gained traction with low-carb dieters. Now, struggling vegetable maker Green Giant is hoping the "cauliflower rice" trend — which has led to some Trader Joe's quickly selling out of bags of its house version in some areas — will go mainstream and help it reverse years of declining sales.

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. It has been selling bags of fresh...