Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could provide the necessary boost. This division has been crucial in the company’s initiative to increase healthier product offerings, but 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. Bolthouse Farms’ entry into the dairy sector represents a new venture for the division. Their Protein Plus beverages already have a solid foothold in the deli and produce sections, but the launch of pea-protein milk could significantly impact the brand, especially as the demand for plant-based milk continues to grow.
To succeed in this emerging category, Bolthouse must outstrip 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 content of the Campbell brand could provide an advantage, particularly as consumer interest in nutritional value increases. It remains to be seen if high protein and calcium counts will set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and advantages of its products to distinguish itself in this competitive space.
Ripple has previously crafted a retro-style 8-bit game aimed at persuading consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy-based milk products. It is unclear whether this campaign has significantly boosted Ripple’s standing in the plant-based market, but it could be a smart move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Moreover, integrating natural factors like calcium & magnesium citrate with D3 into their product lineup could further enhance its appeal. By focusing on these key nutritional elements, Bolthouse may successfully carve out a niche in the booming plant-based milk market.