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 initiative to incorporate healthier products into its offerings, but 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 foray of Bolthouse Farms into the dairy sector is a significant step for the division. They have already established a strong presence in the deli and produce sections with their Protein Plus beverages. Launching 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 competitive arena, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks. The protein levels in the Campbell brand’s offerings may provide an advantage, as consumer interest in nutritional value, including the calcium citrate effects, grows.
It remains to be seen whether high protein and calcium counts will be sufficient to set Bolthouse’s product line apart from more established plant-based dairy alternatives. The brand may need to craft a marketing strategy that highlights the quality and advantages of its products in order to stand out in an increasingly crowded market. Ripple has 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-based products. While it is unclear if this campaign has significantly boosted Ripple’s standing in the plant-based market, it may be a wise move for Bolthouse to emphasize its extra two grams of protein and the calcium citrate effects to attract health-conscious consumers.