You'll eat your (hidden) veggies and you'll like them.
On Nov. 1, 2021, Gal Gadot brushed her hair back into a low ponytail, donned a seafoam-green hoodie and addressed her 70 million-plus Instagram followers head on.“In fact, it’s not so little,” she teased. “It’s huge.Then, she airplaned a fork full of neon orange macaroni noodles into the frame, took a bite and said no more.Two weeks later, Gadot reappeared for the big reveal: The “huge secret” in question was her new line of boxed macaroni and cheese with hidden vegetables, called Goodles.
Jessica Levinson, who runs a frozen yogurt shop in Surfside, Fla., had a similar eureka moment when her oldest child began to refuse anything green. Levinson went to market in 2019 with five flavors of Peekaboo Hidden Veggie Ice Cream, like vanilla with zucchini and mint chip with spinach. On the carton of her chocolate flavor, a life-size stalk of cauliflower with oversized eyeballs seems to be nestling into the shoulder of a friendly candy bar.
Snow Days — which has its own celebrity mascot in the form of investor and creative director Scarlett Johansson — launched in March 2021. A glowing writeup in Bon Appetit proclaiming the “ingredient list ... reads more like a salad” followed shortly after launch. The Goodles founding team — which, including Gadot, is five strong, and is headed by Jen Zeszut, who not so incidentally spent the prior few years as CEO of a baby food company — joined forces over Zoom during the pandemic to craft their own contribution.
The road from nostalgia play to sales boon seems to have been paved at least in part by timing. Many of us have spent the last two years locked indoors, freaking out, incredibly worried about our health. The confluence created a landing pad for prepackaged comfort foods that signal vague promises of wellbeing.
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