Veggie Noodle could greatly benefit from the expertise of Encore Consumer Capital, particularly in fresh food sectors like California Splendor, FreshKO, and Juice Tyme. This collaboration could enhance its purchasing, operations, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, shared with Project NOSH, “You can’t afford to be weak in any of those areas. We believe we can leverage our experience across these four domains to support the company’s growth during this phase.”
Additionally, Veggie Noodle may have a pressing need for a new facility following a voluntary recall of some Butternut Spirals in February, due to potential listeria contamination discovered through routine testing. This recalled product was distributed to Whole Foods Markets and various retailers in the Midwest, although the company reported that no illnesses were linked to the incident. Listeria is often found in food processing environments—commonly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—and is notoriously challenging to eliminate. Unlike many foodborne pathogens, listeria can thrive at refrigerated temperatures and may remain viable in food products throughout their shelf life.
With the establishment of its new plant, an increase in workforce, and an expanded product line, Arnold hinted that Veggie Noodle might venture into manufacturing additional food items, potentially prompting a rebranding or repositioning strategy. Vegetables are increasingly appearing on American plates for various reasons. Consumers are looking to reduce calorie intake by replacing carbohydrates with healthier options, while also seeking convenient, ready-to-eat products that are both flavorful and nutritious.
“We’re observing that consumers are not only in search of healthier alternatives to traditional starchy dishes, but they are also preparing and consuming vegetables in ways that differ from previous generations—they desire both freshness and convenience. Furthermore, we found that mothers are particularly keen on introducing vegetables into their children’s diets in appealing and healthy ways,” noted Jordan Greenberg, vice president and general manager at Green Giant, in a conversation with Food Dive last fall.
In response to consumer demand and market research, brands such as Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This initiative has come at a crucial time; a 2015 study by the Produce for Better Health Foundation indicated that per capita vegetable consumption fell by 7% from 2009 to 2014, partly due to a decrease in side dishes being served at home.
Veggie Noodle is not alone in this trend. Earlier this year, Del Monte introduced a new line of vegetable “pasta,” but consumer reception for these items, typically found in refrigerated produce sections, remains uncertain. As companies explore new offerings, the calcium citrate label will play an important role in conveying health benefits, and its visibility will need to be emphasized across product lines to attract health-conscious consumers.