90% of Americans don't get enough vegetables.

We imagine a world where the 90% does.

THE FACTS

Declining Vegetable Availability

The per capita availability of fresh vegetables (excluding mushrooms, potatoes, and sweet potatoes) in the U.S. decreased by 2% in 2023, totaling 150.38 pounds per person. This marks a 13% decline from 2003, highlighting a long-term downward trend in vegetable consumption

THE FACTS

Downward Diet Trends

According to USDA and CDC data, the average American’s intake of fruits and vegetables has remained below recommended levels for decades. In fact, only about 1 in 10 adults eat the recommended daily amount of fruits and vegetables: especially since the early 2000s. From 2003 to 2021, per capita fruit availability dropped by 14%, from 0.95 to 0.82 cup equivalents per person per day. This downward trend is consistent across various data sources.

THE FACTS

Cost and Accessibility Barriers

The availability of fresh produce is influenced by factors such as import reliance, seasonal variations, lifestyle factors and location/income access. Many people live in “food deserts” where fresh options are limited, and processed or fast foods are more readily available and affordable. This accessibility issue increases reliance on processed foods and changes in meal preparation habits, contribute to the declining consumption of fresh fruits and vegetables .

THE FACTS

Cultural Shifts

Over the decades, American diets have shifted toward ultra-processed foods that are higher in sugar, salt, and fat. There's been a generational decline in home cooking, which traditionally included more fresh ingredients. The decline in fruit and vegetable consumption varies across different age groups. Older adults (50+ years) have shown a decrease in vegetable intake, while older millennials exhibit reduced fruit and vegetable consumption, impacting their children's dietary habits.

OUR GOAL

A Beautifully Simple Solution

Liquid+ is committed to addressing the landscape of downward health trends by offering a convenient health solution that is simple: make fruits and veggies more accessible, delicious, and cost-effective.

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A new approach:

The health industry’s existing playbook has been a focus on functional ingredients to provide positive health outcomes. We believe that there is a better way. Liquid Salad leverages real food nutrition, behavioral psychology and research-backed solutions to empower dietary improvement and habit formation.

THE ROOT (VEGETABLE) CAUSE

Providing Real Food Nutrition

Robust scientific evidence points to increased fruit and vegetable consumption correlated directly with reduced risks of cardiovascular disease, certain cancers, type 2 diabetes, and all-cause mortality. Liquid Salad contains a diverse formulation of 13 different vegetables and fruits, and is the first veggie-fruit boost that leverages whole food nutrition to support weight loss, disease prevention and longevity. These are real veggies, made easy.
FROM MIND TO MOMENTUM

Behavioral Psychology

Ingredients are the fuel for change, however our behavior is what drives change. Research shows that convenience plays a critical role in habit formation and improving dietary patterns. Liquid Salad is an instant, on-the-go boost designed to remove time and location as a constraint resulting in maximal health compliance. Our shelf-stable pouches are made to be taken anywhere and enjoyed instantly - just twist and drink.

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FOOTNOTES

^1) U.S. Department of Agriculture & U.S. Department of Health and Human Services. (2020). Dietary Guidelines for Americans, 2020–2025 (9th ed.).

^1) Aune, D., Giovannucci, E., Boffetta, P., et al. (2017). Fruit and vegetable intake and the risk of cardiovascular disease, total cancer and all-cause mortality—a systematic review and dose-response meta-analysis of prospective studies. International Journal of Epidemiology, 46(3), 1029–1056.

^2) Boeing, H., Bechthold, A., Bub, A., et al. (2012). Critical review: vegetables and fruit in the prevention of chronic diseases. European Journal of Nutrition, 51(6), 637–663.

^3) Wang, X., Ouyang, Y., Liu, J., et al. (2014). Fruit and vegetable consumption and mortality from all causes, cardiovascular disease, and cancer: systematic review and dose-response meta-analysis of prospective cohort studies. BMJ, 349, g4490.

^4) Boffetta, P., et al. (2010). Fruit and vegetable intake and overall cancer risk in the European Prospective Investigation into Cancer and Nutrition (EPIC). Journal of the National Cancer Institute, 102(8), 529–537.

^5) Larson, N. I., & Story, M. (2009). A review of environmental influences on food choices. Annals of Behavioral Medicine, 38(Suppl 1), S56–S73.

^6) Zoellner, J., Connell, C., Bounds, W., et al. (2011). Health literacy, self-efficacy, food label use, and diet in adults. Journal of the American Dietetic Association, 111(7), 1084–1091.

^7) Hawkes, C., Jewell, J., & Allen, K. (2013). A food policy package for healthy diets and the prevention of obesity and diet-related non-communicable diseases: the NOURISHING framework. Obesity Reviews, 14(Suppl 2), 159–168.

^8) Adriaanse, M. A., et al. (2013). Implementing intentions to reduce unhealthy snacking: A meta-analytic review. Health Psychology, 33(12), 1293–1304.