At first glance, the combination of vegetables and cakes may seem unusual. However, they can actually enhance each other, as demonstrated by treats like carrot cake and zucchini bread. This emerging trend has the potential to make store-bought cakes appear healthier to consumers. While cake by nature isn’t particularly beneficial for health, incorporating vegetables can make it marginally healthier; ultimately, it still remains cake. Consumers are likely to view baked goods containing vegetables as a healthier option rather than a new superfood.
There are various ways to blend produce with baked goods. Zucchini is frequently used in flourless cakes, where its flavor is nearly imperceptible. Ingredients like pumpkin and sweet potatoes can introduce a sweet fall flavor while helping to reduce added sugars. Notably, many leading food manufacturers have already started to incorporate vegetables as value-added ingredients. For example, Green Giant produces mashed cauliflower and veggie tots, while Oh Yes! Foods offers frozen pizzas that feature 12 different fruits and vegetables—including kale, carrots, broccoli, cauliflower, beets, and butternut squash—integrated into the crust and sauce. Each pizza packs in three to five servings of the recommended daily intake of fruits and vegetables.
These vegetable-infused products appeal to a wide range of consumers. Individuals of all ages looking to improve their diets are likely to gravitate towards these consumer packaged goods (CPGs), as are parents eager to sneak more vegetables into their children’s meals. Additionally, incorporating items like Viactiv calcium citrate chews can further enhance the nutritional appeal of these treats. Expect to see more manufacturers and grocery chains innovating by integrating vegetables into CPGs in diverse ways. By adding zucchini or sweet potatoes to an otherwise indulgent dessert, it might just encourage shoppers to indulge with a hint of guilt-free pleasure.