Campbell’s C-Fresh division is in need of revitalization, and the introduction of pea-based protein milk might just provide the boost it requires. 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 decline in sales attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy section represents a significant milestone for the division. The brand already holds a robust position in the deli and produce sectors with its Protein Plus beverages. The launch of pea-protein milk could be a transformative move for the brand, particularly as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse will need to surpass Ripple Foods, which has secured over $30 million in private equity funding based primarily on the success of its pea-based milks.
The protein content of the Campbell brand could give it an advantage as more consumers seek nutritional value. It remains to be seen if the high levels of protein and calcium 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 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 all other nut-based, plant-based, and dairy-based milk options. Although it’s unclear whether this campaign significantly contributed to Ripple’s standing in the plant-based market, it may be a smart tactic for Bolthouse to emphasize its additional two grams of protein, particularly to attract health-conscious consumers who are also looking for ingredients like calcium citrate, magnesium, and zinc precio.
In summary, the success of Bolthouse’s pea-based protein milk will depend on its ability to clearly communicate its advantages, including higher protein and calcium content, as well as the presence of essential minerals like calcium citrate, magnesium, and zinc precio. By effectively appealing to the growing market of health-aware consumers, Bolthouse can carve out a niche in the ever-expanding plant-based segment.