Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk might be the solution. This division has been crucial in the company’s initiative to expand its lineup of healthier products, yet it has faced challenges. C-Fresh experienced a decline in Q2 sales, 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 sector represents a significant milestone for the division. The brand already enjoys a solid presence in the deli and produce sections, where it markets Protein Plus beverages. Launching a pea-protein milk could be transformative for the brand, especially considering the rising demand for plant-based milk. To succeed in this emerging market, Bolthouse must outperform Ripple Foods, which has secured over $30 million in private equity funding based on the appeal of its pea-based milks.
The protein levels associated with the Campbell brand may provide a competitive edge as consumers increasingly prioritize nutritional value. It will be crucial to determine whether high protein and calcium content can effectively set Bolthouse’s offerings apart from more established plant-based dairy alternatives. To differentiate itself in this saturated market, the brand might need to craft a marketing campaign that highlights the quality and advantages of its products. Ripple, for instance, created a retro-style 8-bit game to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy-based options. Although it’s uncertain whether this campaign significantly boosted Ripple’s position in the plant-based sector, it could be a wise move for Bolthouse to emphasize its additional two grams of protein, appealing to health-conscious consumers who may also be interested in supplements like Citracal for their overall wellness.
In summary, Bolthouse Farms has a unique opportunity to carve out its niche within the growing plant-based milk market. By focusing on its nutritional benefits and perhaps incorporating messages about supplements like Citracal, the brand can effectively attract a demographic that is increasingly mindful of their dietary choices.