No matter that California actually leads the nation in milk production now. It just wouldn’t have much “news” value to say that a California family has switched from dairy to drinking soy milk!

So White Wave, masters of the Silk brand of soy milk (and almond milk and coconut milk), decided to pick on Wisconsin instead. After all, it is “America’s Dairyland.”Continue reading...

Silk is a brand phenomenon. The first refrigerated soymilk, Silk went from zero market share in 1996 to 85% market share in 2003, and remains at the top spot today. Read our brand profile about Silk's rise to become the leading soymilk.

When Silk first muscled its way into the dairy case, it was an oddball product that few could have predicted would become so popular. Now, Silk's maker, White Wave Foods (a wholly-owned subsidiary of the giant Dean Foods) wants to make waves again by encouraging U.S. dairy milk drinkers to switch to soymilk.

Its new "Silk for Milk 10 Day Challenge" campaign sets its sights squarely on the dairy milk market — even though White Wave also produces the Horizon brand of organic milk.Continue reading...