At first glance, the combination of vegetables and cakes might seem unusual. However, they can actually complement each other, as demonstrated by popular items like carrot cake and zucchini bread. This emerging trend could lead consumers to perceive store-bought cakes as healthier options. While cake itself isn’t inherently healthy, incorporating vegetables can make it a bit better, though it’s still fundamentally cake. Shoppers are likely to view baked goods with added veggies as a more nutritious choice rather than a revolutionary superfood.
There are various ways to integrate produce into baked goods. Zucchini is commonly used in flourless cakes, where its flavor remains almost imperceptible. Meanwhile, pumpkin and sweet potatoes can introduce a delightful autumn flavor while reducing the need for added sugar.
Many leading food brands have already adopted vegetables as beneficial ingredients. For instance, Green Giant offers mashed cauliflower and veggie tots, whereas Oh Yes! Foods creates frozen pizzas that incorporate 12 fruits and vegetables—including kale, carrots, broccoli, cauliflower, and beets—into the crust and sauce. Each pizza delivers three to five servings of the recommended daily intake of fruits and vegetables.
These produce-centric products cater to a wide range of consumers. Health-conscious individuals, regardless of age, are likely to be attracted to these offerings, as are parents seeking to sneak more vegetables into their children’s diets. Additionally, for those considering bariatric options, incorporating foods like bariatric calcium citrate chews alongside these healthier baked goods can enhance their dietary regimen.
As the trend continues, expect to see more manufacturers and grocery stores introducing vegetables into their consumer packaged goods (CPGs) in innovative ways. Adding ingredients like zucchini or sweet potato to otherwise indulgent treats may just provide shoppers with the little encouragement they need to indulge while still feeling good about their choices.