Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk might be just the solution. This division has been key in the company’s initiative to incorporate healthier options into its product lineup, yet it has faced challenges. Sales in Q2 declined due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy category is a significant step for the division. The brand has already established itself in the deli and produce sectors with its Protein Plus beverages. The launch of a pea-protein milk could be transformative for Bolthouse, especially as the demand for plant-based milk continues to rise. To succeed in this burgeoning market, Bolthouse will need to compete with Ripple Foods, which has secured over $30 million in private equity funding based on the popularity of its pea-based milks. The protein levels of the Campbell brand may provide a competitive advantage as consumer interest in nutritional benefits grows, particularly in relation to calcium citrate solubility.
It remains to be seen if the higher protein and calcium content will effectively set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to create a marketing strategy that highlights the quality and advantages of its products to carve out its niche in this competitive space. Ripple has previously utilized a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy-based milk products. Although the impact of this campaign on Ripple’s success 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 who are increasingly interested in calcium citrate solubility.