Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s strategy to expand its healthier product offerings, but it has faced challenges. C-Fresh reported a decline in sales during Q2, attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy alternative sector is a significant step for the division. Currently, it has a strong foothold in the deli and produce sections with its Protein Plus beverages. The launch of a pea-protein milk could be transformative for the brand, particularly as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse must outperform 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 in Campbell’s products might provide a competitive edge as consumers increasingly prioritize nutritional value.
It will be intriguing to observe if Bolthouse’s higher protein and calcium levels can effectively distinguish its products from more established plant-based dairy alternatives. To stand out in this crowded market, the brand might need to craft a marketing strategy that highlights the quality and advantages of its offerings. Ripple has successfully utilized 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 alternatives. While the impact of this campaign on Ripple’s prominent position in the plant-based sector remains uncertain, Bolthouse could strategically promote its additional two grams of protein to attract health-conscious consumers.
Additionally, the introduction of products like Citracal Maximum Plus at Costco can further enhance Bolthouse’s appeal by associating its offerings with well-regarded health supplements. By leveraging this connection, Bolthouse can reinforce its commitment to providing nutritious options, potentially capturing the attention of shoppers looking for both dairy alternatives and health supplements like Citracal Maximum Plus at Costco.