Potatoes are the most popular vegetable in the US and most of them are eaten in some fried form, such as potato chips or french fries. One medium potato represents one of the five servings of vegetables that you are supposed to eat every day, and it doesn't take many french fries to reach the size of a single potato. Because of this, it is not impressive to hear that companies like Frito-Lay and Kraft want to add vegetable-based chips and snacks to their product lines. The potato chips are already vegetable-based!
Adding dehydrated vegetables to snacks like Roasted Vegetable Ritz Crackers is just a way of getting consumers to buy more by capitalizing on a trend for an increased awareness for healthy eating. This doesn't mean that people are necessarily eating healthier, but they think that they are/should be. They will opt for the chip that has some additional "vegetables" in it because it sounds like it might be healthier, regardless of whether it actually is. One trend tracking company said "this may replace the whole-grain fad."
And is there anything behind it? Probably not. A fried chip is still not health food, regardless of whether the chip is potato or carrot. And as for adding bits of veggies to other foodstuffs, nutritionist Cynthia Lair explained the benefits - or lack thereof - by saying "once you pulverize and powder vegetables, there's not much left."
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