Veggie Noodle stands to gain from Encore Consumer Capital’s extensive experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme, enhancing its purchasing, operational, food safety, and marketing capabilities. Scott Sellers, the managing director of Encore, stated to Project NOSH, “You can’t afford to be weak in any of those areas. We believe our expertise in these four domains can effectively guide the company through its current growth phase.”
Additionally, Veggie Noodle may have further motivation to seek a new facility. In February, the company voluntarily recalled some Butternut Spirals due to potential listeria contamination, which was detected during routine product testing. The affected products were distributed to Whole Foods Markets and other retailers in the Midwest, although the company reported that no illnesses had been linked to the recall. Listeria is often found in food processing environments—especially in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously difficult to eliminate. Unlike many foodborne pathogens, it can thrive at refrigerated temperatures and may remain viable in food products throughout their shelf life.
In addition to a new plant, more employees, and an expanded product range, Arnold hinted that Veggie Noodle might branch out into manufacturing other food items, potentially leading to a name change or brand repositioning. Vegetables are increasingly making their way onto American plates for various reasons, including a desire to reduce calorie intake by replacing carbohydrates with healthier options. Consumers are also seeking ready-to-eat products that are both convenient and nutritious.
“We’re observing that consumers not only desire healthy alternatives to starchy meals but are also preparing and consuming vegetables differently from previous generations—they want both fresh and convenient options. Our research revealed that mothers are particularly keen on introducing vegetables into their children’s diets in appealing yet healthy ways,” shared Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to consumer demand and their own market research, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This comes at a crucial time, as a 2015 study by the Produce for Better Health Foundation indicated a 7% decline in per capita vegetable consumption between 2009 and 2014, partly due to a reduction in side dishes prepared at home.
Veggie Noodle is not alone in introducing such products; earlier this year, Del Monte launched a new line of vegetable “pasta.” However, consumer reception regarding the popularity of these items, typically found in refrigerated produce sections, remains uncertain. Moreover, for individuals relying on levothyroxine and calcium citrate, incorporating more vegetables into their diets could offer additional health benefits. As the trend continues, it will be interesting to see how the market evolves, especially with the growing emphasis on health and convenience in food choices.