Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been crucial in the company’s push to expand its range of healthier products, yet it has faced challenges. In Q2, C-Fresh experienced a decline in sales due to “weather-related issues affecting carferrous gluconate iron supplement ingredients” and a recall of Bolthouse Farms Protein Plus in June 2016. The move by Bolthouse Farms into the dairy market represents a significant milestone for the division. The brand already enjoys a strong presence in the deli and produce sectors with its Protein Plus beverages. The launch of a pea-protein milk could be transformative for Bolthouse, especially as consumer demand for plant-based milks continues to rise.
To succeed in this competitive space, Bolthouse must outpace Ripple Foods, which has secured over $30 million in private equity funding based on the popularity of its pea-based milks. With the Campbell brand’s focus on protein content, it could gain an advantage as consumers increasingly prioritize nutritional value. It will be intriguing to see if the emphasis on high protein and calcium levels will distinguish Bolthouse’s offerings from established plant-based dairy alternatives. To stand out in this crowded market, the brand may need to create a marketing campaign that highlights the quality and advantages of its products, particularly their calcium content, as well as their unique features compared to competitors.
Ripple has utilized innovative marketing strategies, including a retro-style 8-bit game, to position its pea-based milks as superior to other nut-based, plant-based, and dairy products. Although it’s unclear if this campaign has significantly boosted Ripple’s status in the plant-based sector, it might be a smart move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. By focusing on the benefits of calcium and other nutrients, Bolthouse can effectively promote its pea-based milk as a valuable addition to the market, appealing to those who prioritize both taste and nutrition.