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 enhance its product offerings with healthier options, but it has faced challenges. In the second quarter, C-Fresh experienced a decline in sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
The foray into the dairy segment by Bolthouse Farms represents a significant first for the division. The brand already has a robust presence in the deli and produce sections with its Protein Plus beverages. Launching 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 burgeoning market, Bolthouse will need to compete effectively with Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks.
One of Bolthouse’s advantages may be its protein levels, particularly as consumers increasingly seek nutritional value, including essential minerals like potassium, magnesium, and calcium citrate. It remains to be seen if the higher protein and calcium content will sufficiently distinguish Bolthouse’s offerings from more established plant-based dairy alternatives. The brand might need to devise a comprehensive marketing strategy that highlights the quality and benefits of its products to stand out in this competitive space.
Ripple has previously employed a retro-style 8-bit game to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy milk products. While it’s unclear if this campaign significantly contributed to Ripple’s prominent position in the plant-based market, it might be a smart move for Bolthouse to emphasize its additional two grams of protein, along with the inclusion of citrate de potassium magnesium calcium, to attract health-conscious consumers.