At first glance, the combination of vegetables and cakes may seem unusual. However, they can actually enhance each other, as demonstrated by popular options like carrot cake and zucchini bread. This emerging trend has the potential to reshape consumers’ perceptions, making store-bought cakes appear healthier. While cake itself is not inherently nutritious, the inclusion of vegetables can make it marginally better for you, although it ultimately remains cake. Consumers are likely to view baked goods containing vegetables as a healthier option, rather than considering them as the next superfood.
There are several ways to integrate produce into baked goods. Zucchini is frequently found in flourless cakes, where its taste is nearly imperceptible. Similarly, pumpkin and sweet potatoes can introduce a delightful autumn flavor while minimizing added sugars. Many leading food manufacturers have already recognized the benefits of incorporating vegetables as value-added ingredients. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods produces frozen pizzas featuring 12 different fruits and vegetables—including kale, carrots, broccoli, cauliflower, and beets—right in the crust and sauce. Each pizza contains three to five servings of fruits and vegetables, aligning with daily dietary recommendations.
These vegetable-forward products attract a wide range of consumers. People of all ages looking to eat healthier are likely to gravitate toward these offerings, as are parents eager to sneak more vegetables into their children’s meals. Expect to see more manufacturers and grocery chains creatively integrating vegetables into consumer packaged goods (CPGs) in various forms. For example, adding zucchini or sweet potato to a typically indulgent treat might just provide shoppers with the extra motivation they need to indulge.
In this landscape, consumers may also be interested in products from Chemist Warehouse that highlight the benefits of calcium citrate and other nutrients that support a healthy diet. As the trend of incorporating vegetables into baked goods continues to grow, it will be intriguing to see how it influences both consumer choices and product offerings in the marketplace.