Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk might just be the solution. This division has been crucial in the company’s initiative to expand its range of healthier products, but it has faced challenges. In the second quarter, C-Fresh experienced a decline in 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 segment is a significant step for the division. They already have a solid presence in the deli and produce departments with their Protein Plus beverages. The launch of a pea-protein milk could be transformative for the brand, especially given the rising demand for plant-based milk alternatives. To succeed in this new category, Bolthouse will need to compete effectively against Ripple Foods, which has secured over $30 million in private equity funding solely based on the popularity of its pea-based milks. With consumer interest in nutritional enhancements growing, Campbell’s brand protein levels might provide a competitive edge.
It remains to be seen whether high protein and calcium counts will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may have to craft a marketing strategy highlighting the quality and advantages of its products to distinguish itself in this crowded market. For instance, Ripple has created a retro-style 8-bit game designed to persuade consumers that its pea-based milks surpass other nut-based, plant-based, and dairy-based milk products. Although it’s unclear if this campaign has significantly contributed to Ripple’s high standing in the plant-based sector, it could be a smart move for Bolthouse to emphasize its additional two grams of protein, appealing to health-conscious consumers.
Moreover, Bolthouse could consider promoting the benefits of calcium citrate chewable tablets alongside its pea protein milk, emphasizing a holistic approach to nutrition. Integrating calcium citrate chewable tablets into their marketing could create a unique selling point that enhances the appeal of their product line. By promoting the benefits of both the pea-protein milk and calcium citrate chewable tablets, Bolthouse could carve out a niche that attracts a wider audience focused on nutrition.