At first glance, the combination of vegetables and cakes may appear unusual. However, they can actually enhance each other, as seen in popular items like carrot cake and zucchini bread. This emerging trend holds the potential to reshape consumers’ perceptions, making store-bought cakes seem healthier. While cake is generally not considered nutritious, the inclusion of vegetables can make it marginally better, though it remains cake at its core. Consumers are likely to view baked goods featuring vegetables as a healthier option rather than the next superfood.
There are various ways to integrate produce into baked goods. Zucchini is commonly used in flourless cakes, where its flavor is nearly imperceptible. Meanwhile, pumpkin and sweet potatoes contribute a sweet, autumnal taste while helping to reduce added sugars. Many prominent food brands have already recognized the value of vegetables as an added ingredient. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods creates frozen pizzas incorporating 12 different fruits and vegetables—such as kale, carrots, broccoli, cauliflower, beets, and butternut squash—right in the crust and sauce. Each pizza provides between three to five servings of the recommended daily intake of fruits and vegetables.
These produce-centric offerings appeal to a wide range of consumers. Individuals of all ages seeking healthier eating options are likely to be attracted to these products, as are parents looking to sneak more vegetables into their children’s meals. As the trend continues, expect to see more manufacturers and grocery retailers incorporating vegetables into consumer packaged goods (CPGs) in various ways. For example, adding zucchini or sweet potatoes to an otherwise indulgent treat may provide shoppers with just the incentive they need to indulge.
In the context of health, it’s essential to consider which is better: calcium or calcium citrate. While both forms of calcium are beneficial, calcium citrate may offer advantages in absorption, particularly for those with lower stomach acid. Therefore, incorporating healthier ingredients into baked goods could also lead consumers to think about their overall nutritional choices, including the best sources of calcium in their diets.