At first glance, the combination of vegetables and cakes may seem unusual. However, these two can actually enhance one another, as demonstrated by the popularity of carrot cake and zucchini bread. This emerging trend has the potential to make commercially available cakes appear healthier to consumers. While cake is not inherently nutritious, the addition of vegetables can make it slightly better, though it remains cake at its core. Consumers are likely to view baked goods with vegetables as a healthier option rather than labeling them as superfoods.
There are numerous possibilities for incorporating produce into baked goods. Zucchini is frequently used in flourless cakes, where its flavor is nearly imperceptible. Similarly, pumpkin and sweet potatoes can contribute a delightful autumn taste while helping to reduce added sugar.
Many large food companies have already recognized the value of adding vegetables to their products. For instance, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods creates frozen pizzas that include 12 fruits and vegetables—such as kale, carrots, broccoli, cauliflower, beets, and butternut squash—right in the crust and sauce. Each pizza provides between three to five servings of the daily recommended intake of fruits and vegetables.
These produce-rich products cater to various demographics. Consumers of all ages seeking healthier options are likely to be attracted to these items, as are parents aiming to sneak more vegetables into their children’s diets.
As we move forward, expect to see more manufacturers and grocery stores incorporating vegetables into their consumer packaged goods (CPGs) in diverse ways. Adding ingredients like zucchini or sweet potatoes to otherwise indulgent treats might just provide shoppers with the little encouragement they need to indulge. Additionally, the incorporation of ingredients such as calcium citrate is becoming more common in these products, offering even more health benefits. As this trend continues, we may see the inclusion of calcium citrate ingredients in baked goods with vegetables appearing more frequently, enhancing their nutritional profile while appealing to health-conscious consumers.