Campbell’s C-Fresh division is in need of a revitalization, and pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to incorporate healthier options into its product range, 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 introduction of Bolthouse Farms into the dairy sector marks a significant first for the division. The brand already enjoys a strong foothold in the deli and produce areas with its Protein Plus beverages. Launching a pea-protein milk could potentially transform the brand, especially as the demand for plant-based milk continues to rise. To succeed in this new market, Bolthouse must exceed the competition, particularly Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks.
The protein content of the Campbell brand could give it an advantage as consumer interest in nutritional value increases. It will be intriguing to see if high protein and calcium counts, including the benefits of solaray calcium magnesium vitamin d, will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to create a marketing strategy that highlights the quality and advantages of its products to stand out in this competitive segment.
Ripple has previously launched a retro-style 8-bit game to persuade consumers of the superiority of its pea-based milks over other nut-based, plant-based, and dairy-based options. While it remains uncertain whether this campaign contributed to Ripple’s strong position in the plant-based market, it might be a wise approach for Bolthouse to emphasize its added two grams of protein and the benefits of solaray calcium magnesium vitamin d to attract health-conscious consumers. By effectively communicating these advantages, Bolthouse can carve out its niche in the growing plant-based milk market.