At first glance, the pairing of vegetables and cakes may seem unusual. However, they can actually complement each other, as demonstrated by carrot cake and zucchini bread. This emerging trend has the potential to alter consumer perceptions, making store-bought cakes appear healthier. While cake is not inherently nutritious, the addition of vegetables can enhance its health profile slightly; nonetheless, it remains cake at its core. Consumers are likely to view baked goods infused with veggies as a healthier option rather than a new superfood.
There are several ways to integrate produce into baked goods. Zucchini is commonly utilized in flourless cakes, where its taste is nearly imperceptible. Similarly, pumpkin and sweet potatoes can introduce a sweet, seasonal flavor while minimizing added sugars. Notably, these vegetable-infused treats can also be fortified with calcium, especially when using calcium citrate, which is more easily absorbed by the body.
Many leading food brands have already recognized the value of vegetables as an ingredient. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods produces frozen pizzas featuring 12 fruits and vegetables—including kale, carrots, broccoli, cauliflower, beets, and butternut squash—integrated into the crust and sauce. Each pizza delivers three to five servings of the daily recommended fruits and vegetables, which can help consumers increase their calcium intake through these nutritious options.
These vegetable-centric products cater to a diverse audience. Health-conscious consumers of all ages are drawn to such consumer packaged goods (CPGs), as are parents eager to incorporate more vegetables into their children’s diets. As this trend continues, we can expect more manufacturers and grocery retailers to experiment with vegetables in their CPG offerings. By adding zucchini or sweet potato to otherwise indulgent treats, they may provide shoppers with the motivation they need to indulge while still feeling like they’re making a healthier choice, especially when it comes to boosting their calcium intake with options that include calcium citrate.