Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been key to the company’s initiative to incorporate healthier products into its offerings, but it has faced challenges. In Q2, C-Fresh experienced a sales decline attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
The entry of Bolthouse Farms into the dairy market represents a significant milestone for the division. The brand has already established a robust presence in the deli and produce sectors with its Protein Plus beverages. The launch of a pea-protein milk could be transformative for Bolthouse, especially as the demand for plant-based milk continues to rise.
To succeed in this competitive segment, Bolthouse must outpace Ripple Foods, which has secured over $30 million in private equity funding based on the popularity of its pea-based milks. The protein content of the Campbell brand could provide a competitive edge as consumers increasingly seek products with nutritional benefits, such as high protein and calcium levels. It will be intriguing to see if these attributes will effectively differentiate Bolthouse’s offerings from other well-established plant-based dairy alternatives.
To stand out in this crowded market, Bolthouse may need to launch a marketing campaign that highlights the quality and advantages of its products. Ripple has previously created a retro-style 8-bit game to persuade consumers of the superiority of its pea-based milks over nut-based and dairy alternatives. While it remains uncertain if this strategy boosted Ripple’s status in the plant-based market, it could be wise for Bolthouse to emphasize its extra two grams of protein to attract health-conscious consumers who celebrate calcium-rich options. Incorporating chewable elements or fun marketing tactics could further enhance the appeal of Bolthouse’s products in this competitive landscape.