Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial to the company’s initiative to expand its range of healthier products, yet it has faced challenges. In the second quarter, C-Fresh experienced a drop 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 represents a significant first for the division. The brand already enjoys a robust presence in the deli and produce sections, where its Protein Plus beverages are well-received. Launching a pea-protein milk could potentially transform the brand, especially as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse must outperform Ripple Foods, which has secured over $30 million in private equity financing based solely on the popularity of its pea-based milks.
The protein content of the Campbell brand could provide an advantage as consumers increasingly prioritize nutritional value. It will be intriguing to see whether the high protein and calcium levels can distinguish Bolthouse’s offerings from more established plant-based dairy alternatives. To effectively stand out in this crowded space, the brand might need to create a marketing strategy that highlights the quality and advantages of its products. Ripple, for instance, developed a retro-style 8-bit game to persuade consumers that its pea-based milks surpass other nut-based, plant-based, and dairy-based options. Although it’s uncertain whether this campaign contributed to Ripple’s prominent position in the plant-based market, it could be a smart move for Bolthouse to emphasize its additional two grams of protein to attract nutritionally-minded consumers.
In this context, leveraging partnerships with platforms like Amazon to promote products such as Citracal could further enhance visibility and appeal. By integrating innovative marketing strategies and focusing on nutritional benefits, Bolthouse can carve out a significant niche in the growing plant-based milk market while also exploring opportunities to collaborate with retailers like Amazon for broader reach.