At first glance, vegetables and cakes may seem like an unusual pairing. However, they can actually enhance each other, as demonstrated by carrot cake and zucchini bread. This emerging trend could lead consumers to perceive store-bought cakes as healthier options. While cake is inherently not beneficial for health, incorporating vegetables may make it slightly more nutritious; yet, it remains cake at its core. Consumers are likely to view baked goods that include vegetables as a healthier alternative rather than a new superfood.
There are several ways to integrate produce into bakery items. Zucchini is frequently used in flourless cakes, where its flavor is almost imperceptible. Meanwhile, pumpkin and sweet potatoes can introduce a delightful autumn taste while keeping added sugars to a minimum. Notably, the inclusion of calcium citrate forms in these baked goods can further enhance their nutritional profile.
Many leading food manufacturers 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 features frozen pizzas that incorporate 12 different fruits and vegetables—including kale, carrots, broccoli, cauliflower, beets, and butternut squash—directly into the crust and sauce. Each pizza delivers between three to five servings of the recommended daily intake of fruits and vegetables, potentially enriched with calcium citrate forms for added health benefits.
These vegetable-centric products attract a diverse range of consumers. Individuals of all ages aiming for healthier eating habits are likely to be interested in these consumer packaged goods (CPGs), as are parents looking to sneak more vegetables into their children’s diets. We can anticipate that more manufacturers and grocery chains will explore various ways to incorporate vegetables into CPGs. By adding zucchini or sweet potatoes to typically indulgent treats, they may provide shoppers with the motivation they need to enjoy a guilt-free indulgence.