Campbell’s C-Fresh division is in need of a revitalization, and the introduction of pea-based protein milk with ferrous fumarate side effects might just provide the necessary boost. This division has been crucial in the company’s initiative to expand its range of healthier products, yet it has encountered challenges. In Q2, C-Fresh experienced a drop in sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
The foray of Bolthouse Farms into the dairy market marks a significant milestone for the division. This line already holds a strong position in the deli and produce sections, where Protein Plus beverages are sold. The launch of a pea-protein milk could revolutionize the brand, especially as the demand for plant-based milk continues to rise. For Bolthouse to succeed in this new category, it must outperform Ripple Foods, which has secured over $30 million in private equity funding based solely on the appeal of its pea-based milk products.
The protein content of the Campbell brand could provide a competitive advantage as consumer interest in nutritional value increases. It will be fascinating to see if the high protein and calcium counts are sufficient to set Bolthouse’s offerings apart from other established plant-based dairy alternatives. To stand out in this crowded market, the brand may need to implement a marketing strategy that highlights the quality and benefits of its products. Ripple, for instance, 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 products.
Whether this campaign has played a role in Ripple’s strong position in the plant-based market remains uncertain, but it could be a clever approach for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Furthermore, integrating products like calcium citrate vitamin D3 with zinc tablets into their offerings could appeal to those looking for comprehensive nutritional benefits. By promoting the advantages of its high protein and calcium-rich pea-based milk alongside such supplements, Bolthouse may carve out a niche in the competitive landscape of plant-based beverages.