Innovation is a priority for Bakersfield, Calif.-based Bolthouse Farms, and the latest result of the company's research and development is a new lineup of “carrot swaps.”
The name of the line is Wunderoots, and it includes Carrot Dogs, Carrot Fettuccine and Riced Carrot.
Both the Carrot Rice and Carrot Fettuccine kits can be prepared on a stove top or in the microwave. Carrot Dogs are designed to be grilled, according to a news release.
Bolthouse recommends merchandising all items from the line in the value-added section of the produce department. The Wunderoots items are expected to debut in spring 2021.
Carrot Dogs are the “most disruptive” of the bunch, Bolthouse Farms CEO Jeff Dunn said in an interview. To make the hot dog alternative, the company shaves carrots into the shape of a traditional hot dog, brines them for a smoky flavor, packages them and puts them through high pressure processing so they have a longer shelf life.
Bolthouse has three flavors of the Carrot Dog: Classic American, Chorizo and Sweet Italian, according to the release.
Dunn explained that while the product still tastes like a carrot, it is seasoned with spices traditionally not used as much with produce, and it has the texture of a hot dog.
“We've been blown away,” Dunn said. “We've put it in front of a lot of consumers, and look, this is part of a flexitarian diet. I think everyone's looking for how to get more plant-based products into their diet.
“I don't know about you, I'm not sure exactly what's in a traditional hot dog anyway — it's really more the experience of the bun and all that, and we think by rolling this out, we're going to create a lot of excitement,” Dunn said. “And look, we'll have a lot of fun with the marketing around it, too, but it's just the beginning of finding kind of new and creative ways that we can make, in this case carrots, (more exciting), but a broader mission on that is really about making plants more fun, more exciting.”
Dunn also expressed optimism about the Riced Carrot product, which will be available with sauces including Sesame Stir Fry, Green Chile and Yellow Coconut Curry.
“They really perform,” Dunn said. “People are used to kind of vegetable noodles, but this vegetable rice ... It's really going to blow people away because (it's) much better nutritionals than eating kind of white rice.
“If this gets people eating one more carrot occasion a week, it's going to grow the category materially, so we're excited,” Dunn said.
The Carrot Fettuccine kits will be available with sauce options Marinara, Spicy Thai Basil and Red Coconut Curry.