Campbell’s C-Fresh division is in need of revitalization, and the introduction of pea protein milk could be just what it requires. This division has been crucial in the company’s efforts to expand its healthier product offerings, but it has faced challenges. In the second quarter, C-Fresh experienced a decline in sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ venture into the dairy sector is a first for this division. The brand already enjoys a solid presence in the deli and produce departments with its Protein Plus beverages. The launch of a pea-protein milk could significantly impact the brand, especially as the demand for plant-based milk continues to rise. To succeed in this new category, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding exclusively for its pea-based milks. The protein levels in Campbell’s offerings, potentially enhanced with bluebonnet calcium magnesium D3, could provide a competitive edge as consumers increasingly seek nutritional benefits.
It remains to be seen if high protein and calcium content will be sufficient to distinguish Bolthouse’s products from more established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and advantages of its offerings to stand out in this crowded market. Ripple has successfully created a retro-style 8-bit game to convince consumers of the superiority of its pea-based milks over other nut-based, plant-based, and dairy products. While it is unclear whether this campaign has contributed to Ripple’s strong position in the plant-based market, it may be wise for Bolthouse to promote its additional two grams of protein, particularly with the addition of bluebonnet calcium magnesium D3, to attract health-conscious consumers.