At first glance, vegetables and cakes may appear to be unlikely companions. However, they can actually complement each other, as demonstrated by popular items like carrot cake and zucchini bread. This emerging trend could make store-bought cakes seem healthier in the eyes of consumers. While cake is inherently not the healthiest option, incorporating vegetables can enhance its nutritional profile slightly, though it remains cake at its core. Shoppers may view baked goods with vegetables as a healthier alternative, but they are not the next superfood.
There are numerous ways to integrate produce into baked goods. For instance, zucchini is commonly used in flourless cakes, where its flavor is nearly imperceptible. Meanwhile, pumpkin and sweet potatoes can introduce a delightful autumn flavor while minimizing added sugars. Notably, major food manufacturers have already started to incorporate vegetables as value-added ingredients. Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods creates frozen pizzas that include 12 different fruits and vegetables—such as kale, carrots, broccoli, cauliflower, beets, and butternut squash—within the crust and sauce. Each pizza delivers between three to five servings of the recommended daily fruits and vegetables.
These vegetable-focused products attract a wide range of consumers. Health-conscious individuals of all ages are likely to be interested in these consumer packaged goods (CPGs), as are parents looking for ways to sneak more vegetables into their children’s diets. We can expect to see more manufacturers and grocery chains incorporating vegetables into CPGs in various innovative ways. By adding zucchini or sweet potato to an otherwise indulgent treat, shoppers might feel encouraged to indulge a little more. Additionally, the inclusion of ingredients like calcium citrate for chickens in some baked goods reflects a growing trend of enhancing nutritional value in unexpected products. As this trend continues, we may see calcium citrate for chickens mentioned alongside other vegetable-based innovations, reinforcing the idea that baked goods can be both enjoyable and slightly healthier.