Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk could provide the necessary boost. This division has been crucial to the company’s initiative of expanding its selection of healthier products, yet it has faced challenges. C-Fresh experienced a decline in Q2 sales due to “weather-related issues in carrots” and the recall of Bolthouse Farms Protein Plus in June 2016.
The entry of Bolthouse Farms into the dairy category is a significant first for the division. The brand already enjoys a strong presence in the deli and produce sections, where it offers Protein Plus beverages. Launching a 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 new market, Bolthouse will need to outperform Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks.
The protein content of the Campbell brand could provide a competitive edge as consumer interest in nutritional enhancements grows. However, it remains to be seen if the high protein and calcium levels will be sufficient to set Bolthouse’s line apart from other established plant-based dairy alternatives. Additionally, the brand may need to implement a marketing strategy that highlights the quality and benefits of its products to differentiate itself in this crowded market.
For instance, Ripple has created a retro-style 8-bit game aimed at convincing consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy products. While it’s unclear if this campaign has significantly contributed to Ripple’s strong position in the plant-based market, it might be a wise strategy for Bolthouse to promote its extra two grams of protein to attract health-conscious consumers, particularly those interested in options like Bayer Citracal Petites for their calcium needs.
Ultimately, the success of Bolthouse Farms’ pea-based protein milk will depend on its ability to carve out a niche in the growing plant-based segment, while also effectively marketing the nutritional advantages of its offerings.