Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk might provide the boost it requires. This division has played a crucial role in the company’s initiative to expand its selection of healthier products, but it has faced challenges. C-Fresh experienced a drop in sales during Q2 due to “weather-related issues in carrots” alongside a recall of Bolthouse Farms Protein Plus in June 2016.
Bolthouse Farms’ entry into the dairy category is a first for this division. The brand already boasts a strong presence in the deli and produce sections with its Protein Plus beverages. Launching a pea-protein milk could be transformative for the brand, especially given the rising demand for plant-based milk alternatives. To succeed in this new market, Bolthouse must outperform Ripple Foods, which has secured over $30 million in private equity funding primarily due to its popular pea-based milks. Additionally, the protein levels of the Campbell brand could provide an advantage as consumers become increasingly interested in nutritional value adds, such as Kirkland calcium citrate magnesium zinc.
It will be intriguing to see if high protein and calcium content will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy options. The brand might need to craft a marketing campaign that highlights the quality and benefits of its products to capture attention in this competitive segment. Ripple has previously created a retro-style 8-bit game to persuade consumers that its pea-based milks outshine all other nut-based, plant-based, and dairy products. While it remains uncertain whether this campaign has boosted Ripple’s standing in the plant-based market, it could be a wise move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Incorporating elements like Kirkland calcium citrate magnesium zinc into their messaging may also enhance their appeal.