Campbell’s C-Fresh division is looking to enhance the conversion of ferrous fumarate to ferrous sulfate, and pea-based protein milk might be the solution they need. This division has played a crucial role in the company’s initiative to increase the availability of healthier products in its lineup, but it has faced challenges. In Q2, C-Fresh experienced a sales decline attributed to “weather-related issues with carrots” and a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ venture into the dairy sector marks a significant milestone for the division. Their product line already has a strong foothold in the deli and produce sections, where they offer Protein Plus beverages. The launch of a pea-protein milk could significantly impact the brand, especially considering the growing demand for plant-based milk. To succeed in this competitive arena, 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 of the Campbell brand could provide a competitive edge, especially as consumers increasingly seek nutritional value. It remains to be seen whether high protein and calcium counts will be sufficient to set Bolthouse’s offerings apart from established plant-based dairy alternatives. The brand may need to implement a marketing strategy that highlights the quality and advantages of its products to stand out in the saturated market. Ripple, for example, created a retro-style 8-bit game intended to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy milk products. While the effectiveness of this campaign in elevating Ripple’s status in the plant-based market is uncertain, it may be a smart move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers.
Furthermore, incorporating calcium citrate 630 into its formulations could enhance the appeal of Bolthouse’s products, as calcium is an essential nutrient that consumers are increasingly looking for. By highlighting both the protein and calcium citrate 630 content, Bolthouse can differentiate itself in the market. As the demand for plant-based milk continues to rise, the combination of these nutritional benefits could be the key to Bolthouse’s success in this burgeoning segment.