At first glance, the combination of vegetables and cakes might appear unusual. However, they can actually enhance each other, as demonstrated by popular items like carrot cake and zucchini bread. This emerging trend could encourage consumers to perceive store-bought cakes as healthier options. While cake is not inherently nutritious, incorporating vegetables can offer a slight health benefit; nevertheless, it remains cake at its core. Consumers are likely to view baked goods containing vegetables as a healthier alternative rather than a superfood.
There are numerous ways to integrate produce into baked goods. Zucchini is frequently utilized in flourless cakes, where its flavor is nearly imperceptible. Additionally, ingredients like pumpkin and sweet potatoes can infuse a delightful autumn taste while keeping added sugars to a minimum. Notably, many leading food manufacturers have already recognized the value of vegetables as an ingredient. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods features frozen pizzas enriched with 12 different fruits and vegetables—such as kale, carrots, broccoli, cauliflower, beets, and butternut squash—integrated into both the crust and the sauce. Each pizza delivers between three to five servings of fruits and vegetables based on daily recommendations.
These vegetable-forward products attract a wide range of consumers. Individuals of all ages aiming to improve their diets are drawn to these consumer packaged goods (CPGs), as are parents seeking to sneak more vegetables into their children’s meals. Additionally, when considering the nutritional aspects, these baked goods could also contribute to calcium intake, especially when ingredients like calcium citrate are used.
As we look ahead, an increase in manufacturers and grocery stores incorporating vegetables into CPGs can be anticipated. By adding zucchini or sweet potatoes to traditionally unhealthy treats, shoppers may find just the encouragement they need to indulge, all while benefiting from the added nutrition—like calcium—these vegetables can provide.