Campbell’s C-Fresh division is in need of a revival, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s strategy to expand healthier product options, yet it has faced challenges. In the second quarter, C-Fresh experienced a drop in sales attributed to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy market is a significant milestone for the division. The brand already enjoys a robust presence in the deli and produce sections with its Protein Plus beverages. The launch of pea-protein milk could potentially transform the brand’s prospects, particularly as the demand for plant-based milk continues to rise. To succeed in this new category, Bolthouse must outperform competitors like Ripple Foods, which has secured over $30 million in private equity funding primarily due to the popularity of its pea-based milks.
Bolthouse’s protein content could give it an advantage, especially as consumers become increasingly interested in nutritional benefits. It will be intriguing to see if high protein and calcium counts, including targeting calcium citrate, will suffice to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. To effectively stand out in this competitive market, the brand may need a marketing campaign that highlights the quality and advantages of its products. For instance, Ripple created a retro-style 8-bit game aimed at persuading consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy products. Although it’s uncertain if this campaign played a role in Ripple’s prominence in the plant-based sector, it might be a strategic move for Bolthouse to emphasize its additional two grams of protein, especially when targeting health-conscious consumers.
In summary, with the right approach, including a focus on targeting calcium citrate, Bolthouse Farms could carve out a significant niche in the growing market for plant-based milks.