At first glance, the combination of vegetables and cakes may seem unusual. However, they can actually enhance each other, as exemplified by carrot cake and zucchini bread. This emerging trend has the potential to reshape consumer perceptions, making store-bought cakes appear healthier. While cake is inherently not a health food, incorporating vegetables can marginally improve its nutritional value; nonetheless, it remains cake at its core. Consumers are likely to view baked goods containing vegetables as a more health-conscious option rather than the next superfood.
There are several avenues for integrating produce into baked goods. Zucchini, often utilized in flourless cakes, has a flavor that is nearly imperceptible. Similarly, pumpkin and sweet potatoes can impart a delightful autumn flavor while reducing the necessity for added sugars. Additionally, incorporating ingredients like calcium citrate can enhance the nutritional profile of these desserts.
Many leading food manufacturers have already recognized the value of vegetables as an enriching ingredient. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods creates frozen pizzas that incorporate 12 different fruits and vegetables—including kale, carrots, broccoli, cauliflower, beets, butternut squash, and more—right into the crust and sauce. Each pizza delivers between three to five servings of fruits and vegetables, providing consumers with a convenient way to boost their intake.
These vegetable-centric products resonate with a wide range of consumers. Individuals of all ages who are aiming to eat healthier will be attracted to these consumer packaged goods (CPGs), as will parents looking for ways to sneak more vegetables into their children’s diets. As a result, we can expect to see an increase in the number of manufacturers and grocery chains adding vegetables into CPGs in various creative ways. By incorporating ingredients like zucchini or sweet potato into traditionally unhealthy treats, shoppers may find just the incentive they need to indulge without guilt. Moreover, using supplements like calcium citrate can further enhance the appeal of these innovative offerings, making them an even more attractive option for health-conscious consumers.