Campbell’s C-Fresh division is in need of a revival, and the introduction of pea-based protein milk might just be the solution. This division has been crucial to the company’s goal of expanding its healthier product offerings, yet it has faced challenges. C-Fresh experienced a decline in sales during Q2 due to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
The venture of Bolthouse Farms into the dairy segment marks a significant milestone for the division. They have already established a strong foothold in the deli and produce sections with their Protein Plus beverages. The launch of pea-protein milk could be a transformative move for the brand, especially as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse will need to surpass Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks.
The protein levels of the Campbell brand could provide an advantage, particularly as consumers become increasingly interested in nutritional value. However, it remains to be seen if the high protein and calcium counts will be sufficient to set Bolthouse’s product line apart from more established plant-based dairy options. The brand might have to create a marketing strategy that highlights the quality and advantages of its offerings to make an impact in this crowded space.
Ripple has previously utilized a retro-style 8-bit game to promote its pea-based milks as superior to all other nut-based, plant-based, and dairy-based milk products. While it is uncertain whether this campaign played a role in Ripple’s elevated position in the plant-based market, it could be a wise move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Furthermore, as they promote their products, they should consider addressing potential concerns, such as calcium citrate side effects, to reassure customers about the safety and benefits of their offerings. By doing so, Bolthouse may enhance its credibility and appeal in the growing plant-based sector.