Campbell’s C-Fresh division is in need of a revival, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s initiative to expand its healthier product offerings, yet it has faced challenges. C-Fresh experienced a decline in sales during Q2, attributed 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 significant milestone for the division. The line already enjoys a solid presence in the deli and produce segments, where it markets Protein Plus beverages. The launch of pea-protein milk could potentially transform the brand, especially as the demand for plant-based milk continues to rise.
For Bolthouse to succeed in this new category, it must 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 a competitive edge, particularly as consumer interest in nutritional enhancements grows. It will be intriguing to see if the high levels of protein and calcium can set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to implement a marketing strategy that emphasizes the quality and advantages of its products to stand out in this crowded market.
Ripple has previously created a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy milk products. Although it remains uncertain whether this campaign contributed to Ripple’s strong position in the plant-based market, it may be a strategic move for Bolthouse to highlight its additional two grams of protein to attract health-conscious consumers. Additionally, incorporating elements such as Citracal D Petites into their marketing could enhance their appeal, particularly for those seeking fortified nutritional options. By promoting both their protein content and unique offerings like Citracal D Petites, Bolthouse could effectively engage a wider audience.