At first glance, the combination of vegetables and cakes may seem unusual. Yet, they can actually enhance each other, as demonstrated by popular items like carrot cake and zucchini bread. This emerging trend could lead consumers to perceive store-bought cakes as healthier options. While cake is inherently not the healthiest choice, incorporating vegetables can make it a bit better, though it ultimately remains cake. Shoppers are likely to view baked goods with added veggies as a more nutritious alternative rather than a new superfood.
There are various ways to integrate produce into baked goods. For instance, zucchini is commonly used in flourless cakes, where its flavor is nearly imperceptible. Additionally, pumpkin and sweet potatoes can impart a delightful autumn flavor while helping to reduce added sugars.
Many leading food companies have already recognized the benefits of vegetables as value-added ingredients. Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods has developed frozen pizzas that include 12 different fruits and vegetables, such as kale, carrots, broccoli, and beets, right in the crust and sauce. Each pizza provides between three to five servings of the recommended daily intake of fruits and vegetables.
These vegetable-centric products appeal to a wide range of consumers. Health-conscious individuals of all ages are likely to be attracted to these consumer packaged goods (CPGs), as are parents eager to sneak more vegetables into their children’s meals.
We can expect to see an increasing number of manufacturers and grocery chains incorporating vegetables into CPGs in various forms. For example, adding zucchini or sweet potato to an otherwise indulgent treat could motivate shoppers to indulge with less guilt. Furthermore, consumers at places like Costco may find options that not only taste good but also offer nutritional benefits, such as those containing calcium citrate. As this trend grows, it seems likely that vegetable-infused products will become a staple in our diets, especially for those looking for healthier alternatives while shopping at stores like Costco.