Soy Enters the Land of Milk and Money

In October 1999, the federal Food and Drug Administration (FDA) gave its blessing
for soy products to be marketed as a "cholesterol-reducing food." Suddenly,
consumers who'd previously turned their noses up at tofu began to reconsider
the merits of soy. To capitalize on this newfound opportunity, Boulder, Colo.-based
White Wave, Inc., maker of Silkr soy beverage, took a flying leap from its traditional
turf - the organic foods niche market - into supermarket heaven. Silkr was introduced
to mainstream consumers as the first refrigerated soy drink available in traditional
grocery store dairy cases, shrewdly packaged in milk-like cartons.