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 mission to incorporate healthier options into its product lineup, but it has faced challenges. Sales for C-Fresh declined in Q2 due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy sector is a significant first for the division. The brand already enjoys a strong foothold in the deli and produce sections with its Protein Plus beverages. Launching a pea-protein milk might be a transformative move for the brand, especially as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse must surpass 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 could provide an advantage, particularly as consumers become more interested in nutritional value. It remains to be seen if the high protein and calcium content will sufficiently distinguish Bolthouse’s offerings from other established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and benefits of its products to stand out in this crowded marketplace.
For example, Ripple has created a retro-style 8-bit game to convince consumers that its pea-based milks are superior to other nut-based, plant-based, and dairy options. While the effectiveness of this campaign in elevating Ripple’s status in the plant-based market is uncertain, it could be a wise move for Bolthouse to promote its unique selling points, such as liquid calcium citrate with vitamin D3, which could appeal to health-conscious consumers. By emphasizing its additional two grams of protein, Bolthouse could attract those focused on nutritional benefits, especially in a market increasingly leaning toward fortified options like liquid calcium citrate with vitamin D3. This strategy may help the brand carve out a niche within the growing plant-based segment.