Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been pivotal in the company’s initiative to expand its range of healthier products, yet it has faced challenges. In Q2, 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.
Bolthouse Farms’ entry into the dairy realm is a significant milestone for the division. The brand already has a strong foothold in the deli and produce sections with its Protein Plus beverages. Launching a pea-protein milk could transform the brand’s prospects, especially as the demand for plant-based milk continues to rise. To succeed in this new market, Bolthouse must surpass competitors like Ripple Foods, which has secured over $30 million in private equity funding primarily due to its pea-based milk products.
The protein content of Campbell’s brand could provide a competitive edge, particularly as consumers are becoming increasingly interested in nutritional enhancements. It remains to be seen whether the high protein and calcium levels will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. To stand out in this crowded market, the brand may need to initiate a marketing strategy that emphasizes the quality and benefits of its products.
For instance, Ripple has created a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy-based options. While it is unclear if this campaign has significantly contributed to Ripple’s strong position in the plant-based market, Bolthouse might consider highlighting its unique features, such as the inclusion of bluebonnet calcium magnesium citrate plus vitamin D3, to attract health-conscious consumers. By promoting its additional two grams of protein, Bolthouse could appeal to a demographic increasingly focused on nutritional value, making it a smart move in this competitive landscape.