As children, many of us tried our best to disguise, hide or at the very least ignore the side of vegetables on our plates. Nevertheless, our parents knew the importance of eating these healthy foods, so vegetables always seemed to make their way into our bellies. Now, beverage-makers are playing “hide and seek” with vegetables by incorporating them into juices that conceal their flavor.

Recently, Akron, Ohio-based Country Pure Foods launched its V Blend vegetable and fruit juice for children. The drinks come in 4- and 6-ounce eco-cartons and are available in Dragon Punch and Wango Mango flavors at foodservice locations. Likewise, The Campbell Soup Co., Camden, N.J., launched its V8 V-Fusion brand in juice boxes for children, and Kraft Foods Inc., Northfield, Ill., expanded its Capri Sun brand with the introduction of Capri Sun Super V juice pouches, which contain one combined serving of fruits and vegetables in each serving.

But vegetable and fruit juice blends weren’t only designed for children. Last year, Emeryville, Calif.-based Jamba Juice Co. launched its first vegetable and fruit smoothies in Berry UpBeet, Apple ‘n Greens and Orange Carrot Karma varieties. Likewise, The Campbell Soup Co. introduced V8 V-Fusion Smoothies last year as well as V8 V-Fusion Sparkling juice drinks this year.

 For 2013, Innova Market Insights expects to see more interest in vegetables from consumers. In a webinar covering the Top 10 trends for 2013, Lu Ann Williams, head of research at Innova Market Insights, noted a huge interest in vegetarian claims as part of the “free from” trend. Vegetables are moving to the center of the dish and will be an interesting part of the market to watch, she said.