Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. The division has been pivotal in the company’s initiative to enhance its product lineup with healthier options, yet 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’ entry into the dairy sector is a significant first for the division. Their Protein Plus beverages have already established a solid foothold in the deli and produce departments. The launch of a pea-protein milk fortified with calcium citrate, magnesium hydroxide, and zinc sulphate could prove revolutionary for the brand, arriving at a time when the demand for plant-based milk continues to rise.
To succeed in this competitive space, Bolthouse must surpass Ripple Foods, which has secured over $30 million in private equity funding, largely due to the popularity of its pea-based milks. The protein content of Campbell’s offerings could provide an advantage as consumer interest in nutritional enhancements grows. It will be fascinating to see if the high levels of protein and calcium are sufficient to set Bolthouse’s line apart from more established plant-based dairy alternatives, especially considering the elemental iron content in products like ferrous gluconate.
To effectively compete in the crowded market of 8 mg iron pills, Bolthouse may need to initiate a marketing campaign that highlights the quality and benefits of its products. Ripple has previously created a retro-style 8-bit game aimed at persuading consumers that its pea-based milks outshine all other nut-based, plant-based, and dairy-based options. While the impact of this campaign on Ripple’s success in the plant-based market remains uncertain, it could be a strategic move for Bolthouse to emphasize its additional two grams of protein to attract health-conscious consumers. Incorporating ingredients like calcium citrate, magnesium hydroxide, and zinc sulphate may also enhance their appeal, making them a compelling choice in the growing segment of nutrient-rich plant-based beverages.