Campbell’s C-Fresh division is in need of a boost, and introducing pea-based protein milk may be just the solution. This division has played a crucial role in the company’s initiative to expand its range of healthier products, yet it has faced challenges. C-Fresh experienced a decline in Q2 sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy market represents a significant milestone for the division. The brand has already established a strong presence in the deli and produce sectors with its Protein Plus beverages. The launch of pea-protein milk could prove to be transformative for the brand, especially as the demand for plant-based milk continues to rise. To succeed in this new category, Bolthouse will need to surpass Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milks. The protein content in the Campbell brand could provide a competitive edge as consumer interest in nutritional enhancements grows.
It remains to be seen whether the high protein and calcium levels will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and benefits of its products to stand out in this crowded market. For instance, Ripple created a retro-style 8-bit game aimed at convincing consumers of the superiority of its pea-based milks over nut-based, plant-based, and dairy products. While it’s unclear if this campaign directly contributed to Ripple’s strong position in the plant-based sector, Bolthouse might consider promoting its additional two grams of protein to attract health-conscious consumers.
To complement this initiative, the incorporation of calcium citrate malate, vitamin D3, and folic acid tablets into their product offerings could further enhance their appeal. By focusing on these nutritional benefits, Bolthouse can differentiate itself in the market. Ultimately, leveraging these nutrients, along with a strong marketing campaign, may help Bolthouse thrive in the competitive plant-based milk arena.