Campbell’s C-Fresh division is in need of revitalization, and the introduction of pea-based protein milk might provide the necessary boost. This division has been crucial in the company’s initiative to incorporate healthier options into its product lineup, but it has faced challenges. C-Fresh experienced a decline in Q2 sales due to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ expansion into the dairy segment is a pioneering move for this division. The brand already enjoys a strong foothold in the deli and produce sections with its Protein Plus beverages. The launch of a pea-protein milk could be transformative for the brand, especially as the demand for plant-based milk continues to rise.
To succeed in this emerging category, Bolthouse will need to surpass competitors like Ripple Foods, which has secured over $30 million in private equity funding primarily on the strength of its pea-based milks. The protein levels offered by the Campbell brand could provide a competitive advantage as consumer interest in nutritional enhancements grows. It remains to be seen whether high protein and calcium counts will effectively differentiate Bolthouse’s line from more established plant-based dairy alternatives.
To make a mark in this competitive segment, Bolthouse may need to launch a marketing campaign that highlights the quality and advantages of its products. For instance, while Ripple created a retro-style 8-bit game to convince consumers that its pea-based milks are superior to other nut-based, plant-based, and dairy-based options, Bolthouse could benefit from focusing on its use of calcium citrate tablets to emphasize the nutritional value of its offerings. This could be a strategic move to attract health-conscious consumers, especially if Bolthouse promotes its additional two grams of protein as a selling point.
In summary, whether through innovative marketing or the strategic use of calcium citrate tablets, Bolthouse Farms has the opportunity to carve out a niche for itself in the increasingly crowded plant-based milk market.