Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to expand its healthier product offerings; however, it has faced challenges. In the second quarter, C-Fresh experienced a decline in sales, attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy category marks a significant milestone for the 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 competitive market, Bolthouse must surpass Ripple Foods, which has garnered over $30 million in private equity funding, driven by the popularity of its pea-based milks. The protein levels in Campbell’s offerings might provide an advantage, particularly as consumers become increasingly focused on nutritional benefits, such as calcium citrate, magnesium, and zinc with vitamin D3.
It remains to be seen whether the high protein and calcium content will sufficiently differentiate Bolthouse’s products from more established plant-based dairy alternatives. The brand may need to implement a marketing strategy that effectively showcases the quality and advantages of its products in order to stand out in this crowded market. Ripple has used a retro-style 8-bit game to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy options. While the impact of this campaign on Ripple’s success is uncertain, it may be wise for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers seeking products rich in calcium citrate, magnesium, and zinc with vitamin D3.