At first glance, the combination of vegetables and cakes may seem unusual. However, they can actually work well together, as demonstrated by popular items like carrot cake and zucchini bread. This emerging trend could lead consumers to perceive store-bought cakes as a healthier option. While cake is generally not considered nutritious, incorporating vegetables can make it slightly better for you. Nonetheless, it remains cake at its core. Consumers are likely to view these veggie-infused baked goods as healthier alternatives rather than as superfoods.
There are various ways to integrate produce into baked goods. Zucchini, for instance, is frequently used in flourless cakes, where its flavor is nearly imperceptible. Additionally, pumpkin and sweet potatoes can impart a delightful autumn flavor while reducing the need for added sugars.
Many large food companies have already recognized the value of vegetables as an ingredient. Green Giant offers products like mashed cauliflower and veggie tots, while Oh Yes! Foods produces frozen pizzas that incorporate 12 different fruits and vegetables—such as kale, carrots, broccoli, cauliflower, beets, and butternut squash—into both the crust and sauce. Each pizza delivers between three to five servings of the recommended daily intake of fruits and vegetables.
These produce-focused offerings are attractive to a wide range of consumers. People of all ages looking to eat healthier are likely to be interested in these products, as are parents eager to sneak more vegetables into their children’s meals.
Expect to see more manufacturers and grocery stores adding vegetables into consumer packaged goods (CPGs) in innovative ways. By incorporating ingredients like zucchini or sweet potato into otherwise indulgent treats, brands may provide shoppers with the incentive they need to indulge without feeling guilty. Additionally, using calcium citrate instead of calcium carbonate in these products can enhance their nutritional profile, making them even more appealing to health-conscious consumers.