Campbell’s C-Fresh division is in need of a boost, and introducing pea-based protein milk could be the solution. This division has played a key role in the company’s initiative to incorporate healthier products into its offerings, but it has faced challenges. In Q2, C-Fresh experienced a sales decline attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
The launch of Bolthouse Farms into the dairy sector represents a significant milestone for the division. Currently, the brand holds a strong position in the deli and produce sections with its Protein Plus beverages. The introduction of pea-protein milk could potentially transform the brand, especially since the demand for plant-based milk continues to rise.
For Bolthouse to succeed in this burgeoning market, it will need to outpace competitors like Ripple Foods, which has secured over $30 million in private equity funding largely due to the popularity of its pea-based milks. The protein levels in Campbell’s products could provide an advantage as consumers increasingly focus on nutritional value. It will be intriguing to see if the high protein and calcium content is sufficient to distinguish Bolthouse’s offerings from more established plant-based dairy alternatives.
To stand out in the competitive landscape, Bolthouse may need to launch a marketing campaign showcasing the quality and benefits of its products, similar to Ripple’s retro-style 8-bit game aimed at promoting its pea-based milks as superior to other nut-based, plant-based, and dairy options. Although it’s uncertain if this strategy significantly bolstered Ripple’s standing in the plant-based market, it might be wise for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers seeking options like Citracal Plus with Magnesium.
By effectively highlighting the nutritional benefits, including the incorporation of Citracal Plus with Magnesium, Bolthouse can carve out a niche in the plant-based dairy segment and potentially increase its market share.