# Plant-Based Pudding Cakes OGGS Has Launched New 'Melt-in-the-Middle' Vegan Dessert By Niko Pajkovic | Published 2021-09-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/oggs References: [veganfoodandliving](https://www.veganfoodandliving.com/news/oggs-melt-in-the-middle-puddings-vegan-desserts/) & [loveoggs](https://www.loveoggs.com/) Popular vegan food brand [OGGS](https://www.trendhunter.com/trends/oggs-treats) has announced the launch of two new 'Melt-in-the-Middle' plant-based desserts, which will be released in supermarkets throughout the UK. The new launch marks the brand's expansion into the [chilled vegan dessert space](https://www.trendhunter.com/trends/over-the-moo1), a niche area with few prominent competitors. The new treats will come in two flavors, 'Chocolate' and 'Sticky Toffee' pudding, and will be made using OGGS signature "[aquafaba" base](https://www.trendhunter.com/trends/just-egg-1) -- an egg-like substitute made from chickpea water that can be whisked and used in a variety of recipes. In addition to being entirely plant-based, the puddings will feature recyclable packing made from sustainable materials. Considering OGGS is already well-known for its offering of vegan cakes, these new chilled puddings should have no trouble finding their way into the homes of vegan dessert lovers. Image Credit: Oggs ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 21% | Activity: 76% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Chilled Vegan Desserts:** The expansion of OGGS into the chilled vegan dessert space presents an opportunity for other vegan food brands to offer more varied options in this niche area. - **Aquafaba-based Desserts:** The use of aquafaba in OGGS' plant-based desserts presents an opportunity for other food companies to experiment with this egg substitute and create more plant-based dessert options. - **Sustainable Packaging:** OGGS' commitment to using recyclable and sustainable packaging presents an opportunity for other food businesses to prioritize eco-friendly packaging in their products. ### Who This Affects Most - **Vegan Food Industry:** The launch of OGGS' new plant-based puddings is an opportunity for companies in the vegan food industry to expand their product range and cater to more varied tastes and preferences. - **Egg Substitute Industry:** The success of OGGS' use of aquafaba in their plant-based desserts creates an opportunity for companies in the egg substitute industry to explore more innovative uses of their products in other food categories. - **Sustainable Packaging Industry:** OGGS' use of sustainable packaging presents an opportunity for companies in the packaging industry to explore more eco-friendly and sustainable alternatives for food packaging. ## Related on Trend Hunter - [Celebratory Free-From Bakery Products](https://www.trendhunter.com/trends/oggs-treats.md) - [Indulgent Plant-Powered Cupcakes](https://www.trendhunter.com/trends/mega-cupcakes.md) - [Egg-Free Caramel Cupcakes](https://www.trendhunter.com/trends/mega-caramel-cupcakes.md) - [Traditional Plant-Based Puddings](https://www.trendhunter.com/trends/brakes.md) - [Plant-Based Chocolate Puddings](https://www.trendhunter.com/trends/jello-oat-milk-chocolate-pudding.md) - [Dairy-Free Chocolate Puddings](https://www.trendhunter.com/trends/jell-o-1.md) - [Plant-Powered Puddings](https://www.trendhunter.com/trends/plantpowered-pudding.md) - [Cruelty-Free Lemon Loaves](https://www.trendhunter.com/trends/cruelty-free-lemon-loaf-cake.md) - [Familiar Vegan-Friendly Chocolates](https://www.trendhunter.com/trends/mummy-meegz.md)