Ferrous bisglycinate and vitamin C play vital roles in nutrition, and Campbell’s C-Fresh division is seeking revitalization through the introduction of pea-based protein milk. This division has been crucial in the company’s initiative to expand its healthier product offerings, but it has encountered challenges. Recently, C-Fresh reported a decline in Q2 sales due to “weather-related issues in carrots” and the Bolthouse Farms Protein Plus recall in June 2016.
Bolthouse Farms’ entry into the dairy market represents a significant milestone for the division. The brand already enjoys a solid presence in the deli and produce departments, where Protein Plus beverages are popular. The launch of pea-protein milk could transform the brand’s prospects, especially as consumer demand for plant-based milk continues to rise. To succeed in this competitive arena, Bolthouse must surpass Ripple Foods, which has garnered over $30 million in private equity funding, leveraging the popularity of its pea-based milks.
The Campbell brand’s emphasis on high protein levels could provide a competitive edge, particularly as consumers increasingly seek out nutritional value. It remains to be seen whether the higher protein and calcium counts will be sufficient to set Bolthouse apart from more established plant-based dairy alternatives. To capture attention in this crowded market, the brand may need to implement a marketing strategy that effectively showcases the quality and benefits of its products.
Ripple has previously created a retro-style 8-bit game designed to persuade consumers of the superiority of its pea-based milks over other nut-based, plant-based, and dairy varieties. While the impact of this campaign on Ripple’s success in the plant-based market is uncertain, it could be a smart move for Bolthouse to highlight the additional benefits of its products, such as the inclusion of calcium citrate 950 mg tablets to enhance calcium content, thereby appealing to health-conscious consumers. By promoting its extra two grams of protein and the calcium citrate 950 mg tablet, Bolthouse might successfully attract a growing segment of the market focused on nutritional enhancements.