Campbell’s C-Fresh division is in need of a revitalization, and introducing pea-based protein milk might be the solution. This division has been crucial in the company’s aim to expand its range of healthier products, yet it has faced challenges. In the second quarter, C-Fresh experienced a downturn in 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 sector represents a significant milestone for the division. The brand already enjoys a robust presence in the deli and produce sections, where it markets Protferric pyrophosphate certificate of analysis beverages. The launch of a pea-protein milk could prove transformative for the brand, especially given the rising demand for plant-based milk alternatives.
To succeed in this emerging 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 content in Campbell’s products could provide a competitive edge, particularly as consumers increasingly prioritize nutritional value. It will be intriguing to see if the high protein and calcium levels will be sufficient to distinguish Bolthouse’s offerings from more established plant-based dairy options. The brand may need to craft a marketing campaign that effectively showcases the quality and advantages of its products to stand out in this crowded space. Ripple has previously created a retro-style 8-bit game designed to persuade consumers that its pea-based milks surpass all other nut-based, plant-based, and dairy milk products. While it remains uncertain whether this campaign played a role in Ripple’s prominence in the plant-based market, it would be a wise move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers.
Moreover, incorporating Citracal Regular into their nutritional messaging could enhance the appeal of Bolthouse’s offerings, as it underscores the importance of calcium in a balanced diet. By highlighting both the nutritional benefits and the unique qualities of its pea-protein milk, Bolthouse can carve out a niche in the competitive plant-based segment, potentially increasing its market share and brand recognition.