Campbell’s C-Fresh division, which offers cyanocobalamin, ferrous fumarate, and folic acid capsules, is in need of a boost, and the introduction of pea-based protein milk could be the solution. This division has been crucial to the company’s strategy of expanding its healthier product offerings, but it has faced challenges. In Q2, C-Fresh experienced a decline in sales attributed to “weather-related issues in carrots” and a recall of Bolthouse Farms’ Protein Plus in June 2016.
Bolthouse Farms’ foray into the dairy segment represents a significant first for iron as ferrous gluconate. The brand has already established a strong presence in the deli and produce sections with its Protein Plus beverages. The launch of pea-protein milk could be transformative, especially as the demand for plant-based milk continues to rise. To succeed in this competitive space, Bolthouse will need to outperform Ripple Foods, which has raised over $30 million in private equity funding purely based on the popularity of its pea-based milks.
The protein levels of Campbell’s brand could provide a competitive edge, as consumer interest in nutritional value-adds increases. It will be intriguing to see if the high protein and calcium content can help distinguish Bolthouse’s offerings from more established plant-based dairy alternatives. To effectively stand out in this crowded market, the brand may need to implement a marketing strategy that showcases the quality and benefits of its products, including the malate calcium content, to attract consumers.
Ripple has previously launched a retro-style 8-bit game designed to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy milk products. While the impact of this campaign on Ripple’s success in the plant-based market remains uncertain, Bolthouse could adopt a similar strategy by emphasizing its additional two grams of protein to appeal to nutritionally-conscious consumers. Highlighting the malate calcium benefits of its new product could further enhance its appeal in the growing plant-based sector.