Fresh-Cut Vegetable Blends and Crumbles Innovations

Restaurant-quality kits, sustainable packaging, and market trends are driving demand.

The fresh-cut vegetable blends and crumbles category is evolving rapidly, as consumers increasingly seek out convenient, flavorful, and nutritious meal solutions.

Brands are innovating with value-added products that blend restaurant-quality flavors, eco-friendly packaging, and flexible serving sizes. Here’s a look at the key trends, innovations, and strategies shaping the fresh-cut vegetable market today.

RESTAURANT-INSPIRED MEAL KITS

The fresh-cut vegetable category has expanded beyond pre-peeled or pre-cut produce. Today’s value-added products are designed to offer consumers complete, ready-to-cook solutions that deliver flavor and convenience.

At the 2024 International Fresh Produce Association (IFPA) Global Produce and Floral Show, Ocean Mist Farms in Castroville, CA, launched Roastables, a line of Ready-To-Roast kits. Each Roastables kit contains premium trimmed and washed Brussels sprouts, paired with a chef-crafted seasoning packet and crispy garnish. The three flavor options — Sweet Sesame, Lemon Caesar, and Sun-Dried Tomato — were developed by a San Francisco culinary team to offer restaurant-inspired taste at home.

“Our goal was to create dishes that not only deliver exceptional taste, but also replicate the indulgent dining experience of a fine restaurant,” says Mark Munger, senior director of marketing at Ocean Mist Farms.

“Today, value-added fresh produce items that are ready-to-eat or cook and easy to prepare have entered the ‘meal kit’ category,” Munger explained. These new solutions cater to busy households looking for healthy meals that require minimal effort.

Boskovich Farms, Oxnard, CA, also recently introduced two new lines aimed at home cooks seeking convenience and creativity in the kitchen. Their Green Fork line includes kits developed by culinary chef Andrew Hunter. These kits use conventional ingredients in recyclable film bags, while a parallel line features organic ingredients packaged in BPI-certified compostable bags. This dual offering reflects a growing trend in conventional and organic products that emphasize both convenience and sustainability.

The popularity of meal kits and flavor-driven blends is part of a larger trend in which consumers increasingly seek complete meal solutions that can be prepared quickly. This trend has evolved since bagged salads first entered the market in the late 1980s.

Irwindale, CA-based Bonduelle Fresh Americas, which specializes in plant-rich, ready-to-eat meals, launched new Bistro Loaded Bowls, made with fresh greens, more than 12 grams of protein, crunchy toppings and creamy dips, all without compromising on convenience.

“As bowl culture continues to explode across fast-casual restaurants, consumers are increasingly seeking convenient, fresh and nutritious meals packed with flavorful, quality ingredients and proteins,” says Bobby Chacko, Bonduelle chief executive.

Cal-Organic Farms will be adding mixed vegetables, including organic broccoli, cauliflower, and vegetable medleys, to its organic line, according to David Bright, vice president of marketing at Grimmway Farms in Bakersfield, CA. “These products help time-starved consumers make healthy meals with organic vegetables in convenient, ready-to-eat packages.”

“Meal kits remain a trending option, as consumers continue to seek healthier, more convenient meals,” says Raina Danna, public relations firm account executive for Fresh Express in Windermere, FL. “We recently introduced our innovative hot or cold salad and noodle meal kts, creating a new category that leverages global culinary cuisines with convenient meals consumers love.”

The kits feature a blend of freshly chopped vegetables, ready-to-eat pre-cooked noodles, gourmet dressing sauce, and crispy toppings that can be eaten hot or cold, for two meal options in every bag.

F&S Fresh Foods in Vineland, NJ, a family-owned and operated fresh food manufacturer since 1981, launched a line of retail-ready Roasting Pan Meals under its company owned brand, Garden Pure. “Garden Pure Roasting Pan Meals are an innovative, consumer-friendly assortment of fresh vegetables, complete with a seasoning packet, ready to toss on a sheet pan and roast in the oven,” says Dimitri Pappas, newly appointed president of F&S Fresh Foods.

The Roasting Pan Meals are ready to pair with protein for a complete meal in just a few steps, which are included on the vibrant, easy-to-merchandise bags.

Tracy Carranza, vice president of retail sales for Church Brothers Farms in Salinas, CA, says, “While kits are still trending, we see true growth in the category coming from products that deliver real value — particularly those priced below a $5 ring. This focus allows us to meet our customers’ needs while remaining competitive in the market.”

MERCHANDISING CONVENIENCE

The expansion of single-serve and family-size fresh-cut vegetable kits speaks to the diversity of consumer needs. Busy individuals often appreciate single-serve options for portion control and ease, while larger households find value in family-size kits that can feed multiple people with minimal prep. At recent industry events, these formats were prominently featured, underscoring their appeal across demographics.

Grocery and club stores are adapting their displays to accommodate these popular kits, making them easier for consumers to shop. Endcap refrigerated displays, which showcase new products and bagged kits, have been especially effective in helping consumers navigate the growing array of fresh-cut options.

“Traditional merchandising, such as feature ads, still provide the most effective sales lift, and as shoppers purchase food from multiple retailers, features are important to grow sales,” says Danna of Fresh Express.

As consumers look for new and interesting ways to incorporate fresh vegetables into their diet, Carranza of Church Brothers Farms recommends cross-merchandising fresh cut vegetables beside dressings or dips and also encourages retailers to bundle items and create complete meal solutions. “This not only enhances the shopping experience, but also drives sales by inspiring creativity in meal preparation.”

As Bonduelle launches its Bistro Loaded Bowls, Chacko says the company is investing in traditional marketing campaigns (creative ads, influencer strategies, etc.), “but also strong in-store activation with vibrant shelf and floor talkers, product tastings, and e-communication through customer channels, e.g. in store tv monitors, customer websites and digital newsletters.”

Technology is adding to the shopper’s retail experience. Digital and social platforms are being used to communicate new items and usage with marketing that goes beyond traditional discounting.

“Retailers have also shifted their strategy to embrace digital apps,” says Danna. “We position kits as a suggestion to tie into other products in the basket, while also prioritizing new innovation in their search optimization to create excitement in a category. When kits are in the shopping basket, the over basket ring is one of the highest on a shopping trip.”

SUSTAINABLE PACKAGING INNOVATIONS

Sustainability is a top priority in the fresh-cut category, as brands innovate with plant-based and compostable packaging. Boskovich Farms has taken a pioneering step with the industry’s first clear, compostable bag for salads, which is certified by BPI. This innovation addresses the long-standing challenge of creating eco-friendly packaging that is also transparent and affordable.

“While compostable and recyclable packaging options can still be more expensive than traditional materials, costs are expected to decrease as production scales up, similar to trends seen in the organic food sector,” says Don Hobson, vice president of sales and marketing at Boskovich Farms.

“Plant-based packing is more than a passing trend; it’s here to stay,” states Carranza of Church Brother Farms. “As consumer demand for sustainable and eco-friendly products continues to grow, the need for this type of packaging becomes increasingly important. Although cost remains a challenge, strong collaboration between suppliers and retailers will be key to achieving the price points that consumers are willing to accept.”

Resealable packaging is also gaining traction, giving consumers the flexibility to use what they need, while keeping the rest fresh.

Additionally, some brands are incorporating smart packaging features, such as QR codes, that allow consumers to learn more about the product’s origins and access recipes. These features deepen the connection between the brand and consumer, enhancing engagement and transparency.

OUTLOOK FOR MARKET GROWTH

The fresh-cut vegetable category faces economic pressures, from inflation to supply chain disruptions influenced by weather. These factors impact both pricing and product availability, as farms increasingly prioritize higher-profit crops over unique or new offerings. However, as inflation begins to stabilize, some retailers are adjusting prices to make value-added products more accessible. Maintaining competitive pricing in response to consumer budget concerns is key to retaining customer loyalty.

“Retailers may need to recalibrate their pricing strategies to appeal to cost-conscious shoppers,” says Carranza. “To drive sales during this period, many retailers might enhance their promotional efforts, utilizing discounts and bundling offers. While these strategies may impact profit margins, they are essential for maintaining sales volume and fostering customer loyalty.”

Despite these challenges, the demand for fresh-cut and value-added products is expected to grow significantly. The processed fruits and vegetables market was valued at over $352 billion in 2023, with projections indicating a 6.7% growth rate through 2032, according to Global Market Insights.

DRIVING DEMAND

One of the major drivers of innovation in the fresh-cut vegetable category is consumer demand for products that support healthy eating within busy lifestyles. Statista reports that approximately 50% of Americans strive to eat healthfully, and this commitment to nutritious diets fuels the popularity of fresh-cut products.

“In today’s fast-paced lifestyles — with two working parents, packed children’s schedules, and limited family time — many households struggle to prepare meals with fresh vegetables the kids will actually enjoy,” says Munger of Ocean Mist. “Products like Roastables address this need, making it easy to create wholesome, tasty dishes that kids and adults alike can enjoy with minimal prep time.”

With an emphasis on both nutrition and convenience, fresh-cut vegetable blends are particularly appealing for families and health-conscious individuals. Social media platforms also play a key role in boosting demand by offering recipe inspiration and demonstrating creative ways to incorporate these products into meals.

“Convenience is a major driver in the demand for fresh-cut vegetables, as busy lifestyles require consumers to seek quick and nutritious meal solutions. Since fresh-cut vegetable blends require minimal preparation, they are perfect for side dishes, quick meals, or healthy snacks.”
— Tracy Carranza, Church Brothers Farms, Salinas, CA

“Whether it’s in fast-casual restaurants or meal prep videos, consumers are seeking the convenience and freshness of bowls for a nutritious meal that’s packed with flavorful, quality ingredients and proteins,” says Chacko of Bonduelle.

Carranza adds, “Convenience is a major driver in the demand for fresh-cut vegetables, as busy lifestyles require consumers to seek quick and nutritious meal solutions. Since fresh-cut vegetable blends require minimal preparation, they are perfect for side dishes, quick meals, or healthy snacks.”