A year after being acquired from Campbell Soup by a private equity firm headed by its former CEO, Bolthouse Farms is, quite literally, going back to its origins. Founded over a century ago as a carrot farm, the company is now launching its Bolthouse Farms Wunderoots Carrot Swaps line, which aims to place carrots at the forefront for consumers looking to reduce their intake of processed plant-based foods. This new range features Carrot Dogs—whole carrots seasoned to mimic the flavors of hot dogs or sausages—and kits for making Carrot Fettuccine and Riced Carrots.
The innovative products showcase the versatility of the orange root vegetable in various forms. Carrot Dogs, available in packs of eight alongside other meat substitutes, come in flavors like Classic American-Style, Chorizo-Style, and Sweet Italian-Style. The Carrot Fettuccine kits include carrot “noodles” paired with sauces such as Marinara, Spicy Thai Basil, and Red Coconut Curry. Similarly, the Riced Carrot kits also come with a sauce option: Sesame Stir Fry, Green Chile, or Yellow Coconut Curry, and can be found in the produce section.
Transforming vegetables into alternatives for traditional starchy products has gained popularity in recent years, yet few brands have concentrated on carrots. Currently, there are only a couple of similar offerings: Green Giant markets a frozen carrot noodle product, while a handful of smaller companies have developed riced carrots. Although there are numerous recipes for carrot hot dogs online and a few vegan restaurants serve them, there hasn’t been a consumer packaged goods (CPG) version until now.
If any vegetable is well-suited to be transformed into health-conscious substitutes, it’s the carrot. According to the Produce Managers’ Association, carrots ranked as the fourth most popular vegetable in the United States, with 60% of households purchasing them in 2019. Given the familiarity and popularity of carrots, consumers may be less hesitant to try new products made from them. Traditional hot dogs and sausages are often viewed as some of the most processed foods available, and while other plant-based alternatives may advertise clean labels, many are still highly processed. Carrot Dogs offer a nearly unprocessed substitute, retaining the appearance of a long, thick carrot. Bolthouse Farms wisely leverages its expertise in carrots to create a CPG version of a popular vegan recipe found online. Being a pioneer with a distinctive veggie-forward product has historically sparked trends among CPG brands.
In another expansion, the brand famed for its spicy rolled tortilla chips, Takis, is venturing into the peanut snack market. Takis is introducing Hot Nuts—peanuts coated in its signature spicy seasonings, which the company refers to as “double crunch technology.” These new snacks are available in three flavors that incorporate lime and chili pepper: Fuego, Flare, and Smokin’ Lime. Barcel, the parent company of Takis, reported a successful 2020 with double-digit growth, noting that Takis snacks are among the fastest-growing brands in the tortilla category. Launched in the U.S. in 2006 after being invented in Mexico in 1999, the popularity of Takis flavors prompted the launch of these nut snacks, according to marketing manager Sandra Peregrina.
The timing for this launch appears favorable, as the pandemic led consumers to stockpile salty snacks, with recent trends indicating a growing on-the-go snacking culture. However, Takis faces competition from major nut brands that offer spicy varieties, such as Planters and Blue Diamond. Nevertheless, Takis’ distinct flavors may attract brand loyalists and help it stand out in the market. The demand for spicy food innovations has surged as consumers increasingly seek out bold flavors, and these new nuts are specifically marketed to heat enthusiasts—claiming that the Fuego flavor is akin to “eating fire.”
Meanwhile, major meat companies are also capitalizing on current food trends. Smithfield Foods is introducing new Power Bites, a microwaveable cup containing bite-sized breakfast combinations of sausage, egg, and cheese, designed for busy consumers. Set to hit shelves this fall, Power Bites will be available in three flavors: Homestyle, Western Style, and Meat Lovers. Eric Gibson, Smithfield Foods’ director of marketing, noted that today’s evolving consumer landscape has influenced eating habits, with a growing desire for convenient, flavorful meal or snack options.
These Power Bites align with several consumer trends, being portable and requiring only 45 seconds in the microwave. Each cup provides 17 to 19 grams of protein per serving and contains no MSG or artificial ingredients. Smithfield is not the first CPG company to explore portable breakfast or snack cups; Kraft Heinz launched Just Crack an Egg in 2018, offering a fresh way to approach breakfast with a cup of diced vegetables, breakfast meat, cheese, and potatoes, requiring only the addition of eggs. Tyson’s Jimmy Dean line also features similar products.
While Smithfield operates largely behind the scenes, it owns well-known brands such as Eckrich, Nathan’s Famous, and Farmland. The introduction of Power Bites is set to extend Smithfield’s brand reach beyond the meat section and enhance its presence in the refrigerated aisle.
In the context of healthy eating, it is essential to consider how products like Bolthouse Farms’ carrot-based options and Smithfield’s Power Bites may contribute to dietary needs. Some consumers may be exploring calcium citrate supplements and their potential side effects as they seek to balance their nutritional intake. The growing demand for innovative and health-conscious food options continues to shape the market landscape.