Silk is Soy
> 40% revenue growth in 2003
Sharper strategic focus:
- Own the morning
- Communicate the health benefits of soy to generate greater trial and awareness
Extreme brand loyalty
- 84% share of the refrigerated soymilk category in the entire grocery/club retail channel in 2003 1
- Silk Vanilla and Silk Original are the #7 and #8 best-selling SKU’s in the refrigerated dairy case 2
Innovation focused on packaging, fortification and flavor
1 Company estimate, includes conventional grocery, natural food stores, mass merchandisers, club stores and private label.
2 IRI data, 24 weeks ending 12/27/03