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 expand its range of healthier products, but it has faced challenges. C-Fresh experienced a decline in Q2 sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016. The expansion of Bolthouse Farms into the dairy sector marks a significant milestone for the division. The brand already enjoys a robust presence in the deli and produce sections, where it markets Protein Plus beverages. Launching a pea-protein milk could be a transformative move for the brand, especially given the rising demand for plant-based milk options.
To succeed in this new market, Bolthouse must outperform Ripple Foods, which has secured over $30 million in private equity investment based solely on the popularity of its pea-based milks. The protein levels of the Campbell brand could provide an advantage as consumers increasingly seek out nutritional value. It will be intriguing to see if the high protein and calcium counts can set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to initiate a marketing campaign that highlights the quality and benefits of its products to emerge in this crowded market.
Ripple has previously launched a retro-style 8-bit game designed to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy-based options. While it’s uncertain whether this campaign played a role in Ripple’s strong position in the plant-based market, it might be a clever strategy for Bolthouse to emphasize its extra protein content to attract health-conscious consumers. Additionally, the introduction of the Calcium Citrate Plus chewable 500mg could serve as an effective tool in their marketing campaign, reinforcing the nutritional benefits of their new pea-protein milk. By celebrating the advantages of both pea protein and calcium, Bolthouse can carve out its niche in the competitive plant-based dairy sector.