Finding vegetarian meals that are both nutritious and satisfying isn't always easy. Dr.Praeger’s plant-based foods make it a little simpler, offering convenient options that are also full of flavor. We sat down with Kateryna Villanueva, brand manager at Dr. Praeger’s, who shares information about the brand’s easy-to-make and nutritious products.
Two heart surgeons founded Dr. Praeger's after seeing patients struggle to eat better. Is that original mission still a part of how products are developed today?
Absolutely. That idea is still at the heart of Dr. Praeger's. For more than 30 years, every product has started with the same goal: finding new ways to help people enjoy eating more vegetables without sacrificing taste, convenience, or familiarity. We know that simply telling people to eat more vegetables isn't enough. They actually have to want to eat them. So, while our products have evolved, the mission hasn't changed. Great flavor has always been essential to delivering on that mission because if people don't love the product, they won't come back.
From the first idea to when it lands in the freezer section, how long does development take?
Product development can vary quite a bit depending on the product, but it's typically a multi-stage process that can take many months from concept to launch.
The steps include recipe development, ingredient sourcing, sensory testing, nutritional review, packaging development, manufacturing scale-up, and retailer planning. Throughout the process, our teams constantly refine flavor, texture, and the overall eating experience. That attention to detail is critical to bringing a product to market.
What is the hardest challenge about making vegetables "craveable" instead of just palatable?
The biggest challenge is probably getting people to stop thinking of eating vegetables as something they should do and start thinking of it as something they genuinely look forward to.
Taste and texture are obviously a huge part of that, but so is familiarity. Especially with kids, sometimes the easiest way to introduce more vegetables is through a format they already recognize and love. A child might not get excited when you put a bowl of cauliflower in front of them, but Mac & Cheese Stars made with cauliflower, butternut squash, and carrots feels completely different. We want the reaction to be, "This is really good," not, "This is pretty good for something made with vegetables."
Is Dr. Praeger trying to convert people who don't think of themselves as vegetarians or serve people who are already vegetarian but want more convenient options?
It's both. Today, many consumers are actively looking for ways to add more vegetables to their diets, whether they identify as vegetarian, vegan, flexitarian, or none of the above. Our goal is to create vegetable-forward foods that appeal to anyone looking for convenient, great-tasting meals and snacks.
We don't want eating vegetables to feel restrictive or like you have to follow a certain diet to belong here. Dr. Praeger's meets people where they are and makes vegetables easier, more convenient, and, most importantly, more enjoyable to eat. drpraegers.com
“Our goal is to create vegetable-forward foods that appeal to anyone looking for convenient, great-tasting meal and snack options.”