Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been pivotal in the company’s mission to enhance its selection of healthier products, but it has faced challenges. In the second quarter, 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 already enjoys a robust presence in the deli and produce sections with its Protein Plus beverages. The launch of a pea-protein milk could prove to be a transformative move for the brand, especially as demand for plant-based milk continues to rise. To succeed in this new chapter, Bolthouse must outpace competitors like Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks.
Bolthouse’s emphasis on protein levels could provide a competitive edge as consumer interest in nutritional value increases. It will be fascinating to see if the higher protein and calcium citrate content can set Bolthouse’s products apart from established plant-based dairy alternatives. To truly stand out in this crowded market, the brand may need to craft a marketing campaign that highlights the quality and advantages of its offerings. Ripple has adopted a creative approach with a retro-style 8-bit game designed to persuade consumers that its pea-based milks excel over all other nut-based, plant-based, and dairy alternatives. While it remains unclear if this campaign has significantly bolstered Ripple’s position in the plant-based market, it may be a smart strategy for Bolthouse to promote its additional two grams of protein to appeal to health-conscious consumers. As Bolthouse navigates this new chapter, focusing on the benefits of calcium citrate in their products could further enhance their appeal in the growing plant-based segment.