Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. The division has been essential to the company’s initiative of incorporating healthier products into its lineup, but it has faced challenges. C-Fresh experienced a decline in Q2 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 sector is a significant milestone for the division. It already enjoys a robust presence in the deli and produce sections with its Protein Plus beverages. The launch of pea-protein milk could potentially transform the brand, especially as the demand for plant-based milk is on the rise. To succeed in this competitive sector, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding based on the strength of its pea-based milks.
The nutritional profile of the Campbell brand, particularly its protein content, could provide an advantage as consumers increasingly prioritize nutritional value. It will be intriguing to observe whether the high protein and calcium content will set Bolthouse’s offerings apart from more established plant-based dairy alternatives. Additionally, the brand might need to create a marketing strategy that highlights the quality and benefits of its products to distinguish itself in this saturated market. Ripple, for instance, launched a nostalgic 8-bit game aimed at persuading consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy products. While it remains uncertain whether this campaign contributed to Ripple’s prominence in the plant-based market, it could be a smart move for Bolthouse to emphasize its added two grams of protein to attract health-conscious consumers.
Incorporating keywords such as “citracal liquitab” will also be essential for optimizing their marketing efforts. By focusing on the nutritional benefits of citracal liquitab along with their pea-based milk, Bolthouse can appeal to a broader audience that values health supplements alongside their beverage choices. The intersection of these elements may provide Bolthouse Farms with the competitive edge it needs to thrive in the growing plant-based market.