White Wave gets some Sun. (Industry Issues).(White Wave to oversee Sun Soy brand after Dean Foods acquisition)(Brief Article)

Beverage Industry, December, 2002

After much ado about competing brands in the soymilk business when Dean Foods purchased Boulder, Colo.-based White Wave last spring, brand management issues have been sorted out. White Wave is taking on the responsibility of Sun Soy soymilk, a Dean Foods brand and once-competitor to White Wave's flagship product, Silk.

White Wave's existing staff will oversee the Sun Soy brand, working toward offering retailers a full line of soymilk products across a range of price points and increasing Sun Soy's market share. According to a statement from White Wave, President and Founder Steve Demos says Sun Soy will be positioned for price-conscious consumers who are looking for a natural, GMO-free product. A half-gallon of Sun Soy is expected to retail for about $2.70,...

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