Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to expand its selection of healthy options, but it has faced challenges. Sales in the C-Fresh segment declined in 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 sector represents a first for this division. The brand already enjoys a strong presence in the deli and produce departments with its Protein Plus beverages. The launch of a pea-protein milk could prove transformative for the brand, aligning perfectly with the growing demand for plant-based milk. To succeed in this emerging market, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks. The Campbell brand’s protein levels, coupled with its potential benefits such as calcium citrate, could provide an advantage as consumers increasingly seek out nutritious options.
It will be intriguing to see if the high protein and calcium content is sufficient to set Bolthouse’s offerings apart from well-established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and advantages of its products to stand out in this competitive space. Ripple, for instance, created a nostalgic 8-bit game to persuade consumers that its pea-based milks outshine all other nut-based, plant-based, and dairy milk products. Whether this campaign has significantly contributed to Ripple’s prominence in the plant-based market remains uncertain, but it might be a wise move for Bolthouse to promote its additional two grams of protein and the inclusion of calcium citrate to attract health-conscious consumers.