Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to enhance its healthier product offerings, yet it has faced challenges. C-Fresh experienced a decline in Q2 sales due to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016. The entry of Bolthouse Farms into the dairy category marks a significant milestone for the division. The brand already enjoys a robust presence in the deli and produce sectors with its Protein Plus beverages. The launch of a pea-protein milk could potentially revolutionize the brand, especially given the rising demand for plant-based milk alternatives.
To succeed in this emerging segment, Bolthouse must outperform competitors like Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks. The protein levels offered by the Campbell brand could provide an advantage as consumer interest in nutritional value increases. It will be intriguing to see if the high protein and calcium content can set Bolthouse’s line apart from more established plant-based dairy substitutes. The brand may need to craft a marketing strategy that highlights the quality and advantages of its products to distinguish itself in this competitive market.
Ripple has taken an innovative approach by developing a retro-style 8-bit game to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy milk products. While it remains uncertain whether this campaign has significantly bolstered Ripple’s standing in the plant-based market, it could be a smart move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Additionally, incorporating products like Webber Naturals Calcium Citrate with Vitamin D3 into their offerings could further enhance their appeal, especially among those seeking fortified nutritional options. By effectively promoting both the nutritional benefits and quality of their pea-based milk, Bolthouse can carve out a niche for itself in the evolving landscape of plant-based alternatives.