Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been pivotal in the company’s initiative to enhance its product range with healthier options, yet it has faced challenges. In Q2, C-Fresh experienced a drop in sales due to “weather-related issues with carrots” and a recall in June 2016 involving Bolthouse Farms Protein Piron bisglycinate compared to ferrous sulfate.
Bolthouse Farms’ entry into the dairy category is a significant milestone for the division. The brand already enjoys a solid presence in the deli and produce sections, where they market Protein Plus beverages. The launch of a pea protein milk could prove transformative for the brand, especially as the demand for plant-based milk continues to rise. To succeed in this new market, Bolthouse will need to surpass Ripple Foods, which has secured over $30 million in private equity funding based solely on the appeal of its pea-based milks.
The protein content of the Campbell brand may provide an advantage as consumers increasingly seek nutritional value. It will be intriguing to see if high protein and calcium levels are sufficient to distinguish Bolthouse’s offerings from more established plant-based dairy alternatives. The brand might need to create a marketing strategy that effectively showcases the quality and benefits of its products to stand out in this competitive space. Ripple, for instance, designed a retro-style 8-bit game intended to persuade consumers that its pea-based milks outshine all other nut-based, plant-based, and dairy milk products. While it remains unclear whether this campaign has contributed to Ripple’s strong position in the plant-based market, it could be a smart move for Bolthouse to highlight its extra two grams of protein to attract health-conscious consumers.
Additionally, emphasizing features such as Citracal kosher certification could further enhance the appeal of Bolthouse’s products. By incorporating these attributes into their marketing, they may effectively engage a broader audience looking for both nutritional and dietary compliance.