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 in the company’s strategy to expand its healthier product offerings, but it has faced challenges. In Q2, 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 venture into dairy by Bolthouse Farms represents a first for this division, which has already established a strong foothold in the deli and produce sectors with its Protein Plus beverages. Launching a pea-protein milk could revolutionize the brand’s presence, especially as the demand for plant-based milk continues to rise.
To succeed in this new market, Bolthouse will need to outperform Ripple Foods, a competitor that has secured over $30 million in private equity funding based on the appeal of its pea-based milks. The protein content of the Campbell brand could provide a competitive advantage, particularly as consumer interest in nutritional enhancements grows. It remains to be seen whether the high protein and calcium levels will be sufficient to distinguish Bolthouse’s offerings from more established plant-based dairy alternatives. The brand may also need to craft a marketing strategy that highlights the quality and advantages of its products to stand out in this competitive space.
Interestingly, Ripple has created 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 options. While it’s uncertain how much this campaign has contributed to Ripple’s strong standing in the plant-based market, it might be a smart move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Furthermore, with the rise of products that interact with dietary supplements such as Citracal medication, Bolthouse’s focus on nutritional value could resonate well with consumers looking for fortified options. Highlighting the benefits of pea-based protein, particularly in conjunction with Citracal medication, could further enhance its appeal in an increasingly health-oriented market.