Campbell’s C-Fresh division is in need of revitalization, and the introduction of pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to expand its range of healthier products, but it has faced challenges. In the second quarter, C-Fresh experienced a decline in sales due to “weather-related issues in carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms is making its foray into the dairy sector, marking a first for the division, which has already established a solid presence in the deli and produce departments where it markets Protein Plus beverages. The launch of a pea-protein milk could significantly benefit the brand, especially considering the growing demand for plant-based milk options. To succeed in this new market, Bolthouse will need to surpass competitors like 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 could provide an advantage as consumer interest in nutritional enhancements continues to rise.
It remains to be seen if higher protein and calcium levels will set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to create a marketing strategy that effectively communicates the quality and benefits of its products to stand out in a saturated market. Ripple has utilized 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 options. While the impact of this campaign on Ripple’s prominence in the plant-based sector is uncertain, it could be a wise move for Bolthouse to highlight its additional two grams of protein to appeal to health-conscious consumers.
Furthermore, the inclusion of ingredients such as Kroger calcium citrate may strengthen the nutritional profile of Bolthouse’s products, appealing even more to those focused on dietary supplements. By promoting the benefits of Kroger calcium citrate alongside its pea-based milk, Bolthouse could attract a broader audience looking for nutritious alternatives.