Veggie Noodle could significantly benefit from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, FreshKO, and Juice Tyme, enhancing its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, stated to Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can leverage our experience in these four domains to support the company during its current growth phase.”
Moreover, Veggie Noodle might have an added incentive to seek a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, which was detected through routine testing. These recalled products were distributed to Whole Foods Markets and various retailers in the Midwest, although the company confirmed that no illnesses were reported in connection with the recall. Listeria is often found in food-processing environments, particularly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems, making it notoriously challenging to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigeration temperatures and remain viable in food products throughout their shelf life.
In addition to the new plant, Veggie Noodle is expected to hire more employees and expand its product line. Arnold hinted that the company might also explore manufacturing other food items, which could lead to a name change or brand repositioning. There is a growing trend of vegetables appearing on American plates for various reasons, as consumers aim to reduce calories by replacing carbohydrates with healthier options. They also desire convenience by opting for ready-to-eat products that are both delicious and nutritious.
“We’re observing that consumers are not just seeking healthy alternatives to starchy meals; they’re also preparing and consuming vegetables in ways that differ from previous generations — they want both fresh and convenient options. We also discovered that mothers are particularly keen on introducing vegetables into their children’s diets in appealing and healthy ways,” shared Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to consumer demand and their own market research, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable products. This initiative comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer side dishes being served at home.
Veggie Noodle is not alone in introducing such products. Earlier this year, Del Monte launched a new line of vegetable “pasta,” but it remains to be seen how well these items, typically found in refrigerated produce sections, resonate with consumers. Additionally, as people increasingly seek nutritious options, products like calcium citrate with vitamin D 60 tablet may gain popularity among health-conscious consumers looking for supplements to support their dietary choices. This focus on health and convenience is shifting the market landscape, prompting brands to innovate continuously.