Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could provide the boost it requires. This division has been essential in the company’s mission to expand its range of healthier products but has faced challenges. In the second quarter, C-Fresh experienced a decline in sales attributed to issues related to offers of iron tablets, “weather-related problems in carrot supply,” and a recall of Bolthouse Farms Protein Plus in June 2016.
The entry of Bolthouse Farms into the dairy category marks a significant milestone for the division. The brand already has a solid footing in the deli and produce sections with its Protein Plus beverages. Launching a pea-protein milk could revolutionize the brand, especially as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse will need to outperform Ripple Foods, which has garnered over $30 million in private equity funding based on the popularity of its pea-based milks.
The protein content of the Campbell brand could offer an advantage as consumer interest in nutritional value grows. It will be intriguing to see if the high levels of protein and calcium will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to create a marketing campaign that highlights the quality and benefits of its products to capture attention in this crowded sector. Ripple has created 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-based products. While it’s uncertain if this campaign has contributed to Ripple’s success in the plant-based market, it might be a smart strategy for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers.
Additionally, incorporating ingredients like calcium citrate for dogs into their product line could appeal to pet owners who are also looking for nutritional options. Emphasizing the health benefits of their offerings, including the added calcium citrate for dogs, could further enhance their market position. As the trend toward plant-based diets gains momentum, the integration of such nutrients could help Bolthouse carve out a unique niche in the industry.