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 mission of expanding its range of healthier products, yet it has faced challenges. C-Fresh experienced a drop in Q2 sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016. The brand’s foray into the dairy market is a significant first for the division, which already enjoys a strong foothold in the deli and produce sectors with its Protein Plus beverages. The launch of a pea-protein milk could prove transformative for the brand, especially as the demand for plant-based milk continues to rise.

To succeed in this burgeoning category, Bolthouse must compete with Ripple Foods, which has secured over $30 million in private equity funding based solely on its pea-based milks. The nutritional profile of the Campbell brand, particularly its protein levels, could give it an advantage as consumers increasingly prioritize nutritional value. It will be intriguing to see if higher protein and calcium content can set Bolthouse’s offerings apart from more entrenched plant-based dairy alternatives. The brand may need to craft a marketing strategy that highlights the quality and benefits of its products to stand out in the competitive landscape.

Ripple has utilized a retro-style 8-bit game to persuade consumers of the superiority of its pea-based milks over nut-based, plant-based, and dairy alternatives. While it remains unclear if this campaign has significantly bolstered Ripple’s status in the plant-based market, it may be a wise strategy for Bolthouse to emphasize its nutracare cal mag citrate benefits, especially with an additional two grams of protein, to attract health-conscious consumers. By focusing on these nutritional enhancements, Bolthouse can effectively position itself in the growing segment of plant-based alternatives. Ultimately, leveraging the advantages of nutracare cal mag citrate will be essential for the brand to carve out its niche among established competitors.