Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be just the solution. This division has been crucial in the company’s initiative to enhance 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 a recall of Bolthouse Farms Protein Plus in June 2016.
The entry of Bolthouse Farms into the dairy sector marks a significant milestone for the division. The brand has already established a solid presence in the deli and produce departments with its Protein Plus beverages. Launching a pea-protein milk could revolutionize the brand, especially as the demand for plant-based milk continues to rise.
To succeed in this burgeoning category, Bolthouse must surpass competitors like Ripple Foods, which has secured over $30 million in private equity funding, primarily due to the popularity of its pea-based milks. The Campbell brand’s emphasis on protein content may provide a competitive edge, particularly as consumers increasingly prioritize nutritional value.
It remains to be seen if high protein and calcium levels will sufficiently differentiate Bolthouse’s offerings from more established plant-based dairy alternatives. The brand might need to initiate a marketing campaign that highlights the quality and advantages of its products to effectively stand out in this crowded market. Ripple, for instance, launched a retro-style 8-bit game designed to persuade consumers that its pea-based milks outperform all other nut-based, plant-based, and dairy-based products. While the impact of this campaign on Ripple’s prominent position in the plant-based market is uncertain, it could be a wise move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers, especially in light of the rising interest in products fortified with solgar calcium.
In conclusion, as the competition intensifies, Bolthouse must leverage its nutritional benefits, including solgar calcium, to carve out its niche in the plant-based market. By doing so, it can potentially enhance its standing and appeal to a growing audience that values health and nutrition.