Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the perfect solution. This division has been central to the company’s strategy of expanding its healthier product offerings, yet it has faced challenges. In the second quarter, C-Fresh experienced a decline in sales attributed 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 category is a new venture for this division. Currently, the brand has a robust presence in the deli and produce sections with its Protein Plus beverages. Launching a pea-protein milk could significantly impact the brand’s future, especially as the demand for plant-based milk continues to rise.
To succeed in this competitive market, Bolthouse must outperform Ripple Foods, which has secured over $30 million in private equity funding based on the popularity of its pea-based milks. The protein content of Campbell’s brand could provide an advantage as consumers increasingly prioritize nutritional value. It will be essential to see whether the high levels of protein and calcium citrate—specifically 650 mg—are sufficient to set Bolthouse’s line apart from more established plant-based dairy alternatives.
To distinguish itself in this crowded market, the brand may need to implement a marketing strategy that highlights the quality and benefits of its products. For instance, Ripple created a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to nut-based, plant-based, and dairy options. While the effectiveness of this campaign in elevating Ripple’s status in the plant-based market remains uncertain, it could be a wise move for Bolthouse to emphasize its additional two grams of protein and the 650 mg of calcium citrate per serving to attract health-conscious consumers.