Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. The division has played a crucial role in the company’s initiative to expand its healthier product offerings, yet it has faced challenges. C-Fresh reported a decline in sales for Q2, primarily due to “weather-related issues affecting carrots” and a recall of Bolthouse Farms’ Protein Plus products in June 2016.
Bolthouse Farms’ entry into the dairy sector represents a significant milestone for the division. The brand already enjoys a solid presence in the deli and produce sections with its Protein Plus beverages. The launch of pea-protein milk could potentially transform the brand’s prospects, especially as the demand for plant-based milk continues to rise. To succeed in this competitive market, Bolthouse must outperform Ripple Foods, which has garnered over $30 million in private equity funding based entirely on the popularity of its pea-based milks.
The protein content of the Campbell brand could provide an advantage, as consumers increasingly seek products with enhanced nutritional value. However, it remains to be seen whether high protein and calcium levels will suffice to distinguish Bolthouse’s product line from more established plant-based dairy alternatives. A robust marketing campaign emphasizing the quality and benefits of their offerings will be essential for standing out in this crowded market.
Ripple has successfully created a retro-style 8-bit game to persuade consumers that its pea-based milks surpass all nut-based, plant-based, and dairy-based alternatives. While it is uncertain if this campaign has significantly boosted Ripple’s status in the plant-based market, it could be a smart strategy for Bolthouse to highlight its additional two grams of protein to attract health-conscious consumers. Additionally, integrating solaray calcium magnesium citrate into their offerings could further enhance their appeal, as it is well-known for supporting bone health and overall wellness.
In summary, as Bolthouse Farms ventures into the dairy segment, emphasizing its high protein content and potential additions like solaray calcium magnesium citrate may be key to capturing the attention of nutritionally-aware consumers and establishing a strong presence in the growing plant-based milk market.