Veggie Noodle stands to gain from Encore Consumer Capital’s experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme to enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director at Encore, stated to Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can leverage our expertise in these four domains to assist the company during its current growth phase.”
Additionally, Veggie Noodle may have a pressing reason for seeking a new facility. In February, the company voluntarily recalled some of its Butternut Spirals due to potential listeria contamination, which was detected through routine product testing. The affected product was distributed to Whole Foods Markets and other retailers across the Midwest. Fortunately, the company reported that no illnesses were linked to the recall. Listeria is often found in food-processing environments—commonly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously difficult to eliminate. Unlike most foodborne pathogens, listeria can thrive at refrigerated temperatures and remain viable in food products until the end of their shelf life.
With the new facility, additional staffing, and an expanded product line, Arnold suggested that Veggie Noodle might venture into manufacturing other food products, possibly prompting a name change or brand repositioning. Vegetables are increasingly appearing on American plates for various reasons. Consumers are looking to reduce calories by replacing carbohydrates with healthier options. They are also seeking convenience by opting for ready-to-eat products that are both delicious and nutritious.
“We’re observing that consumers are not only in search of healthy alternatives to carb-heavy dishes, but they are also preparing and consuming vegetables in ways that differ from previous generations. They want both fresh and convenient options. Our research also indicates that mothers are particularly interested in introducing vegetables into their children’s diets in appealing yet healthy ways,” said Jordan Greenberg, vice president and general manager at Green Giant, in an interview with Food Dive last fall.
In response to consumer preferences and their own market studies, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This is timely, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption between 2009 and 2014, partially due to fewer vegetable side dishes being served at home.
Veggie Noodle is not alone in this endeavor; Del Monte introduced a new line of vegetable “pasta” earlier this year. However, the popularity of these items, typically found in refrigerated produce sections, among consumers remains to be seen. As the market evolves, the introduction of products like Citracal tablets, which promote health and wellness, reflects a growing trend toward more nutritious eating habits. The demand for such health-conscious products could further influence the direction of brands like Veggie Noodle as they adapt to consumer needs.