A Family Brand With Big Dreams for Its Soy Milk
New York Times: http://nyti.ms/9y5YKpThe cola wars were so 20th century. Now, Madison Avenue is leading the charge in a series of battles involving food products that are meant to be perceived as healthier fare.
The redesign of 8th Continent's soy milk packages features hand-drawn suns that evoke the artwork of children.
The fights are being waged among competing brands in fast-growing categories like hummus, energy bars, teas, juices, nuts, yogurts, oatmeal and pita chips. Soy milk can be added to that list, too, as a brand called 8th Continent challenges the market leader, Silk.
