At first glance, the combination of vegetables and cakes might seem unusual. However, they can actually complement each other well, as seen in popular treats like carrot cake and zucchini bread. This emerging trend has the potential to reshape consumer perceptions, making store-bought cakes appear to be a healthier choice. While cake is not inherently nutritious, the addition of vegetables can enhance its health profile. Still, it remains cake at its core. Consumers are likely to view baked goods with vegetables as a more health-conscious alternative rather than a new superfood.
There are various ways to integrate vegetables into baked goods. Zucchini is a common ingredient in flourless cakes, where its flavor is nearly imperceptible. Additionally, pumpkin and sweet potatoes can introduce a delightful autumnal sweetness while keeping sugar content low. Major food manufacturers have already recognized the value of vegetables as an added ingredient. For example, Green Giant offers mashed cauliflower and veggie tots, while Oh Yes! Foods produces frozen pizzas that incorporate 12 different fruits and vegetables, including kale, carrots, broccoli, cauliflower, and beets, directly into the crust and sauce. Each pizza provides between three to five servings of recommended daily fruits and vegetables.
These vegetable-focused products cater to a wide range of consumers. Individuals of all ages looking to eat healthier will be attracted to these consumer packaged goods (CPGs), as will parents striving to sneak more vegetables into their children’s diets. With the increasing popularity of such items, we can expect more manufacturers and grocery chains to include vegetables in their CPGs in diverse ways. By adding ingredients like zucchini or sweet potato to otherwise indulgent treats, shoppers may find the motivation they need to indulge without the guilt.
In addition, stores like Citracal offer calcium citrate petites that can further enhance the health appeal of these baked goods. As the trend continues to grow, it will be interesting to see how many more retailers adopt this approach, making vegetables a staple in the dessert aisle and encouraging healthier choices among consumers.