Veggie Noodle stands to gain from Encore Consumer Capital’s expertise with fresh food companies like California Splendor, FreshKO, and Juice Tyme, which can enhance its capabilities in purchasing, operations, food safety, and marketing. Scott Sellers, managing director of Encore, stated to Project NOSH, “You can’t be weak in any of those areas. We believe we can apply our experience in those four domains to support the company during its current growth phase.”
Additionally, Veggie Noodle may have further motivation for seeking a new facility. In February, it voluntarily recalled some of its Butternut Spirals due to potential listeria contamination detected during routine product testing. This recalled product was distributed to Whole Foods Markets and other retailers across the Midwest, although the company reported that no illnesses were linked to the recall. Listeria is often found in food-processing environments—particularly in areas like floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike many other foodborne pathogens, listeria can thrive at refrigerated temperatures and can remain viable in food until its shelf life expires.
With the establishment of its new plant, additional staffing, and an expanded product line, Arnold suggested that Veggie Noodle might branch into manufacturing other food products, potentially leading to a name change or brand repositioning.
The rise in vegetable consumption among Americans is driven by various factors. Many are looking to reduce calorie intake by replacing carbohydrates with healthier options. There is also a growing demand for quick, ready-to-eat products that are both delicious and nutritious. “Consumers are increasingly seeking healthy substitutes for starchy dishes while also preparing and consuming vegetables in ways that differ from previous generations—they want both freshness and convenience. Our research indicates that mothers, in particular, are keen on finding appealing yet healthy ways to introduce vegetables into their children’s diets,” remarked Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
Brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods are responding to consumer preferences and market research by launching innovative vegetable-based products. This timely approach comes in light of a 2015 study by the Produce for Better Health Foundation, which noted a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer vegetable side dishes being served at home.
Veggie Noodle is not alone in introducing such products. Earlier this year, Del Monte launched a new line of vegetable “pasta,” although consumer reception for these items found in refrigerated produce sections remains to be fully assessed. In this evolving landscape, products enriched with spring valley calcium citrate may become increasingly popular as consumers seek healthier options that also offer nutritional benefits. As the market shifts, the integration of ingredients like spring valley calcium citrate could help brands like Veggie Noodle and others stand out to health-conscious buyers.