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Case Title:

Silk Soy Milk: The All-new Milk Substitute

Publication Year : 2004

Authors: Dakshi Mohanty, T Phani Madhav

Industry: Food, Diary and Agriculture Products

Region:USA

Case Code: MBM0007

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Founded in 1977, Colorado-based White Wave gained popularity in 1996 with the unveiling of its soy milk brand - 'Silk'. From a little known product that was relegated to the shelves of few specialised natural food stores, Silk has come a long way to become the only 'white beverage' to have established a distribution network across the US.

Pedagogical Objectives:

    To discuss how White Wave was able to make use of the environmental concerns, an aging population, a shift in demographics and the endorsements about the medicinal benefits of soy products to successfully market 'Silk' brand of soy milk as an alternative to milk.

Keywords : Silk, White Wave, Soy milk, Steve Demos, Dean Foods Co, Starbucks, Tofu products, Very Vanilla, Natural food stores, Shelf space, Marketing Strategies Case Study, Natural foods, Suiza, Patricia Calhoun, Soy-related products

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