Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, FreshKO, and Juice Tyme, which can enhance its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, managing director at Encore, shared with Project NOSH, “You can’t 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 stage.” Additionally, Veggie Noodle may have another incentive for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination detected through routine testing. The affected products were distributed to Whole Foods Markets and various retailers across the Midwest, although the company reported no illnesses linked to the recall.
Listeria is often found in food-processing environments, typically in areas like floor drains, walls, ceilings, food contact surfaces, and HVAC systems, making it notoriously challenging to eliminate. Unlike most foodborne pathogens, listeria can thrive at refrigerated temperatures and remain viable in food products throughout their shelf life. Along with its new facility, additional hires, and an expanded product range, Arnold hinted that Veggie Noodle might branch out into manufacturing other food items, which could necessitate a name change or brand repositioning.
Americans are increasingly incorporating vegetables into their diets for various reasons. Many consumers are looking to reduce calorie intake by replacing carbohydrates with healthier options. They also prefer convenience, opting for ready-to-eat products that are both delicious and nutritious. “We’re observing that consumers are not only seeking healthy alternatives to carbohydrate-heavy dishes but are also preparing and consuming vegetables in ways that differ from previous generations — they are interested in both fresh and convenient options. Furthermore, our research indicates that mothers are particularly keen on introducing vegetables into their children’s diets in appealing and healthy ways,” stated Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to consumer preferences and their market analysis, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-centric products. This effort comes at a critical time; 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 served at home. Veggie Noodle isn’t alone in this product category; Del Monte introduced a new line of vegetable “pasta” earlier this year. However, it remains to be seen how well these items, typically found in refrigerated produce sections, resonate with consumers.
As part of its product innovation, Veggie Noodle could also consider incorporating 400 mg calcium citrate into its offerings, appealing to health-conscious consumers. The addition of calcium citrate could enhance the nutritional value of their products, potentially increasing their market appeal. By integrating 400 mg calcium citrate into its recipes, Veggie Noodle can respond to the growing consumer demand for nutritious alternatives and position itself favorably in a competitive market.