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 expand its range of healthier products, yet it has faced challenges. In the second quarter, C-Fresh experienced a sales decline due to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy market is a significant development for the division. The brand already boasts a strong presence in the deli and produce sections with its Protein Plus beverages. The launch of a pea-protein milk could potentially transform the brand’s trajectory, especially as the demand for plant-based milk continues to rise. To succeed in this competitive arena, Bolthouse will need to outpace Ripple Foods, which has secured over $30 million in private equity funding based on the popularity of its pea-based milks.
The Campbell brand’s higher protein content may provide an advantage as consumers increasingly seek products with nutritional benefits. It remains to be seen whether the elevated protein and calcium levels will effectively distinguish Bolthouse’s offerings 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 to thrive in this crowded market. Ripple, for instance, created a retro-style 8-bit game aimed at persuading consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy milk products. While the impact of this campaign on Ripple’s success in the plant-based market is uncertain, it could be a wise move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers.
In addition to this, consumers looking to enhance their nutritional intake may also consider supplements such as Jamieson Calcium Citrate Vitamin D3 120 caplets, which provide essential nutrients that support overall health. By integrating such offerings into their marketing, Bolthouse may appeal to a wider audience focused on nutrition and wellness. Ultimately, the combination of innovative products and strategic marketing will be crucial for Bolthouse to carve out a niche in the expanding plant-based segment.