Campbell’s C-Fresh division is in need of revitalization, and pea-based protein milk could be the solution. This division has been crucial in the company’s mission to expand its range of healthier products, but it has faced challenges. C-Fresh experienced a decline in sales during Q2 due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016. Bolthouse Farms’ entry into the dairy market represents a significant step for the division. The brand has already established a solid presence in the deli and produce sections with its Protein Plus beverages. Introducing a pea-protein milk could significantly impact the brand’s trajectory, especially as the demand for plant-based milk continues to grow.
To succeed in this competitive new category, Bolthouse must surpass Ripple Foods, which has garnered over $30 million in private equity funding based solely on the appeal of its pea-based milks. The protein content of the Campbell brand could provide a competitive edge, particularly as consumers increasingly prioritize nutritional value. It remains to be seen whether high protein and calcium counts will be sufficient to distinguish Bolthouse’s offerings from more entrenched plant-based dairy alternatives. The brand may need to launch a marketing campaign that highlights the unique qualities and benefits of its products to stand out in this crowded space. For instance, Ripple has created a retro-style 8-bit game designed to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy-based milk products. While it is unclear if this campaign has contributed to Ripple’s strong position in the plant-based market, Bolthouse might consider promoting its additional two grams of protein to attract health-conscious consumers.
In terms of nutritional content, understanding whether calcium citrate is the same as calcium could enhance consumer awareness and appreciation of Bolthouse’s offerings. This knowledge could further assist in differentiating their products in a market where consumers are increasingly informed about health benefits. By focusing on the nutritional aspects, including protein and calcium levels, Bolthouse could strengthen its appeal in the growing plant-based segment.