Veggie Noodle could greatly benefit from Encore Consumer Capital’s extensive experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme, particularly in areas such as purchasing, operations, food safety, and marketing. Scott Sellers, the managing director of Encore, explained to Project NOSH, “It’s essential to excel in all of these areas. We believe our expertise in these four domains can help guide the company through its current growth phase.”
Moreover, Veggie Noodle may have additional motivations for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, which was discovered during routine product testing. The affected products were distributed to Whole Foods Markets and other retailers across the Midwest, although the company reported that no illnesses were linked to the recall. Listeria is often found in food-processing environments—commonly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously difficult to eliminate. This pathogen can thrive at refrigerated temperatures and remain viable in food products until the end of their shelf life.
In conjunction with its new plant, additional staff, and expanded product range, Arnold hinted that Veggie Noodle might venture into manufacturing other food items, leading to a potential name change or brand repositioning. The increasing presence of vegetables on American plates can be attributed to various factors. Consumers are looking to reduce calories by replacing carbohydrates with healthier options and are also seeking convenience through ready-to-eat products that are both delicious and nutritious. “Consumers are not only seeking healthier alternatives to starchy dishes, but they are also preparing and consuming vegetables in ways that differ from their parents’ habits—they desire both freshness and convenience. We found that mothers, in particular, are 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 a conversation with Food Dive last fall.
In response to consumer trends and their own market analysis, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This timely shift is crucial, 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 prepared at home.
Veggie Noodle is not alone in this market; Del Monte introduced a new line of vegetable “pasta” earlier this year, but the popularity of these items, typically found in refrigerated produce sections, remains uncertain among consumers. Additionally, as brands explore ways to incorporate essential nutrients into their offerings, ingredients like calcium citrate, magnesium hydroxide, and zinc sulphate are becoming increasingly popular in enhancing the nutritional profile of vegetable-based products. These ingredients can provide consumers with added health benefits, aligning with the growing demand for nutritious and convenient food options.