Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk may provide the solution. This division has been crucial in the company’s efforts to expand its range of healthier products, although 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. The venture into the dairy aisle represents a significant first for the division. The product line already enjoys a solid presence in the deli and produce sections, where they effectively market Protein Plus beverages. The launch of pea-protein milk could prove to be a transformative move for the brand, especially given the rising demand for plant-based milk.
To succeed in this competitive arena, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding driven solely by the popularity of its pea-based milks. The protein levels offered by the Campbell brand could provide an advantage as consumers increasingly seek out nutritional value. It will be fascinating to observe if the higher protein and calcium counts can set Bolthouse’s product apart from other established plant-based dairy alternatives. The brand may need to embark on a marketing campaign that highlights the quality and benefits of its products to stand out in this crowded market.
Ripple has previously created a retro-style 8-bit game to convince consumers of the superiority of its pea-based milks over nut-based, plant-based, and dairy products. Whether this campaign played a role in Ripple’s strong market position remains uncertain, but it could be a smart strategy for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Moreover, emphasizing the calcium citrate absorption benefits of their products could further appeal to those focused on nutritional content. As Bolthouse navigates this new segment, leveraging these advantages will be crucial for distinguishing itself and capturing consumer interest in a saturated market.