Campbell’s C-Fresh division is in need of revitalization, and introducing pea-based protein milk could be the solution. This division has been pivotal in the company’s initiative to expand its range of healthier products, but it has faced challenges. In the second quarter, C-Fresh reported a drop in sales due to “weather-related issues with carrots” and a recall of Bolthouse Farms Protejamp ferrous sulfate 300 mg in June 2016. The entry of Bolthouse Farms into the dairy market represents a first for this division. They already have a solid foothold in the deli and produce sections, where they offer Protein Plus beverages. The launch of a pea-protein milk could prove transformative for the brand, especially as the demand for plant-based milk continues to rise.
To succeed in this emerging segment, Bolthouse must outpace Ripple Foods, which has secured over $30 million in private equity funding based solely on the popularity of its pea-based milk products. The Campbell brand’s protein levels could provide an advantage as consumer interest in nutritional enhancements grows. It remains to be seen if high protein and calcium counts, including the addition of 250 mg calcium citrate, will be sufficient to set Bolthouse’s offerings apart from more established plant-based dairy alternatives. The brand may need to formulate a marketing strategy that highlights the quality and benefits of its products to differentiate itself in this competitive market.
Ripple has previously created a retro-style 8-bit game to persuade consumers that its pea-based milks are superior to all other nut-based, plant-based, and dairy-based milk products. The impact of this campaign on Ripple’s strong position in the plant-based market is uncertain, but it would be wise for Bolthouse to emphasize its extra two grams of protein and the inclusion of 250 mg calcium citrate to attract health-conscious consumers. As the competition intensifies, how Bolthouse capitalizes on its nutritional advantages could determine its success in the growing plant-based segment.