“Veggie Noodle’s Growth Prospects Bolstered by Encore Consumer Capital’s Expertise Amid Industry Shifts Towards Healthier Vegetable-Based Products”
Veggie Noodle stands to gain from Encore Consumer Capital’s extensive experience with fresh food companies like California Splendor, FreshKO, and Juice Tyme, enhancing its buying, operational, food safety, and marketing capabilities. Scott Sellers, managing director of Encore, shared with Project NOSH, “Strength in all these areas is crucial. We believe we can utilize our expertise in these four aspects to steer the company through its current growth stage.”
Additionally, Veggie Noodle may be seeking a new facility following a voluntary recall of some Butternut Spirals in February due to potential listeria contamination discovered during routine product testing. The affected items were distributed to Whole Foods Markets and other retailers in the Midwest, although the company reported no illnesses related to the recall. Listeria, often found in food-processing environments—particularly in floor drains, walls, ceilings, food contact surfaces, and HVAC systems—is notoriously hard to eliminate. Unlike most foodborne pathogens, it can thrive in refrigerated conditions and remain viable in food products throughout their shelf life.
In conjunction with the new plant, the addition of staff, and an expanded product range, Arnold suggested that Veggie Noodle might venture into producing other food items, which could lead to a name change or brand repositioning. There is a growing trend of vegetables appearing on American plates for various reasons. Consumers are increasingly keen to reduce calorie intake by replacing carbohydrates with healthier options, and they seek convenience through ready-to-eat products that are both delicious and nutritious.
Jordan Greenberg, vice president and general manager at Green Giant, noted to Food Dive last fall, “We’re observing that consumers not only want healthier alternatives to starchy meals but are also preparing and consuming vegetables in novel ways compared to previous generations—they desire both freshness and convenience. Furthermore, mothers are particularly focused on introducing vegetables into their children’s diets in appealing yet healthy ways.”
In response to consumer preferences and their own market studies, brands like Green Giant, Archer Daniels Midland, Del Monte Fresh, and Sprout Foods have been actively launching innovative vegetable-based products. This timing is critical, as a 2015 study by the Produce for Better Health Foundation revealed a 7% decline in per capita vegetable consumption from 2009 to 2014, partly due to fewer vegetable side dishes being served at home.
Veggie Noodle is not alone in this market; Del Monte recently introduced a new line of vegetable “pasta.” However, it remains uncertain how well these items, typically found in refrigerated produce sections, resonate with consumers. As more people seek options like the best calcium citrate for nutrition, the demand for innovative vegetable products is likely to grow, further driving brands to adapt to this evolving market landscape.
