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 a key player in the company’s initiative to enhance its healthier product offerings, but it has faced challenges. In the second quarter, C-Fresh experienced a drop in sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016. The foray of Bolthouse Farms into the dairy segment marks a significant milestone for the division. It already enjoys a solid presence in the deli and produce sections with its Protein Plus beverages. The launch of a pea-protein milk could significantly benefit the brand, especially as the demand for plant-based milk continues to rise.
To succeed in this new 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 levels of the Campbell brand could provide a competitive advantage as consumers increasingly seek products with added nutritional value, such as those fortified with calcium citrate and vitamin D. It remains to be seen if the high protein and calcium content will effectively set Bolthouse’s offerings apart from more established plant-based dairy alternatives.
To carve out a niche in this crowded market, the brand may need to create a marketing strategy that highlights the quality and benefits of its products. Ripple has successfully employed a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to other nut-based, plant-based, and dairy milk options. Although the effectiveness of this campaign in elevating Ripple’s status in the plant-based sector is uncertain, it might be a wise strategy for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Incorporating elements such as calcium citrate and vitamin D into its messaging could further enhance the appeal of Bolthouse’s new product line.