Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been essential to the company’s commitment to expanding healthier product offerings, but it has encountered challenges. In Q2, C-Fresh experienced a sales drop due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy market represents a significant move 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 could revolutionize the brand’s presence, especially as the demand for plant-based milk continues to rise.
To succeed in this new category, Bolthouse must compete effectively with Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks. The higher protein content of the Campbell brand’s products could provide an advantage as consumer interest in nutritional value increases. It will be intriguing to see if the elevated protein and calcium levels are sufficient to set Bolthouse’s offerings apart from established plant-based dairy alternatives.
To differentiate itself in this competitive landscape, the brand may need to create a marketing campaign that highlights the quality and benefits of its products. For instance, Ripple has employed a retro-style 8-bit game to persuade consumers that its pea-based milks outperform all other nut-based, plant-based, and dairy-based options. While it’s uncertain if this strategy has significantly impacted Ripple’s prominence in the plant-based market, Bolthouse might find success in promoting its additional two grams of protein to attract health-conscious consumers.
Furthermore, Bolthouse could consider leveraging digital platforms like ccm tablet online for its marketing efforts, ensuring that potential customers are informed about the nutritional advantages of its pea-based protein milk. By integrating such strategies, Bolthouse can carve out a niche in the crowded plant-based segment and resonate with today’s health-savvy audience.