history of soy yogurt, soy acidophilus milk and other ... - SoyInfo Center

The subtitle “Imitation” was removed from the label in
the early 1970s after Dec. 1972 when a Circuit Court judge
ruled that Dairene was a food producer, not subject to the
state of Florida’s dairy regulations. He could also sell his
products to retail outlets. This victory came only after 7½
years of legal battles in Florida against the dairy lobby and
the dairy division of the state department of agriculture. In
1983, after another favorable court ruling, the non-daily
milk name was changed to Dairene Vegetable Vitamin D
Milk. Likewise with Dairene Vegetable Ice Cream, Dairene
Vegetable Muzarel (or Cheddar) Cheese, sour cream,
yogurt, or soft-serve frozen yogurt (95% overrun). As of
1989 the company made 27 non-dairy soy-based products,
and was involved with aseptic packaging. A half gallon of
his soymilk now retails for $1.39 in Florida, and he gives
both the wholesaler and the storekeeper a 20% margin (The
“fi ve necessities” in grocery stores, milk, bread, butter/
margarine, coffee, sugar are sold for a 12% markup, in part
because the high volume.) Ingredients included isolated
soy protein, defatted soybean meal, vegetable oil; he blends
and compounds to make both dry and liquid products. All
of his products are non-dairy. He has spent a small fortune
on lawyer’s fees over the years. Now his products are the
only non-dairy ones, including fi lled milk, that can be sold
in the dairy case in Florida. He can manufacture in any state
and ship across state lines. He does not have a company
history other than a collection of past articles and other
documents. He wanted to feed the masses nationwide. The
hardest product to develop was the milk; it can compete head
to head with dairy milk. “Our milk is a delicious product.”
He uses no dairy fl avoring and unlike Bob Rich, no coconut
fats. Yet Rich Products’ products are used in hospital diets.
Dairene went public in March 1988 but has not yet sold
stock or otherwise raised funds. The parent company is
Dairene International. He is CEO. Dairene Inc. is its fully
owned subsidiary. Farm Maid Inc. (formerly at 1624 N.W.
82nd Ave., Miami, FL 33126) licenses rights to produce
the products under the Dairene name overseas. They are
active in Spain, Ecuador, Mexico, Argentina and products
are made in some of these places. They don’t have a lot of
money, so things are moving slowly. Their main work in
the USA is senior citizen feeding programs and America
aseptic packaging in 8 oz. containers shipped UPS as
Dairene: Vegetable Vitamin D Milk (soy is not mentioned).
The packaging is made by International Paper, the makers
of Pure-Pak cartons; he thinks the cartons and machine are
much better that Tetra Pak. The price is about the same. He
has shut down his plant 2 years ago in Florida, so all Dairene
is now made only in Indiana. His Miami market is basically
a half gallon market. His pull date is 30 days from the date
of manufacture in a half-gallon Pure-Pak. The product goes
rancid before it goes sour. Address: 801 41st St. #210, Miami
Beach, Florida 33140. Phone: 305-534-5630.
HISTORY OF SOY YOGURT & CULTURED SOYMILK 294
© Copyright Soyinfo Center 2012
812. Packaged Facts. Subsidiary of FIND/SVP. 1989. The
Oriental foods market. 625 Avenue of the Americas, New
York, NY 10011. 225 p. Feb. [1 ref]
• Summary: Contents (main divisions): I. Introduction. II.
The overall market, including a brief history in America. The
market leaders, in descending order, are La Choy, Stouffer,
Chun King, Nissin, Kikkoman, Budget Gourmet, JFC. III.
The frozen segment. IV. The canned/packaged segment:
Sauce sales now over $100 million and soy sauce nearly
3/4 of all sauce sales. V. The tofu segment (detailed below).
VI. The dry soup segment: Nissin number one. Appendix:
Company profi les: BCI Holdings Corp., Nestlé S.A., Nissin
Foods Co., Kikkoman International (in American since
1956). ConAgra, Sanwa Foods, Others (Kraft, Benihana, JFC
International).
Section V is “The Tofu Segment” (p. 153-178).
Contents: I. The products: Brief history. A protein staple in
the Orient. The Miracle food. Tofu high in protein. Calcium
content can be high. How it is made. Raw tofu the most
common form. Other forms found in specialty stores. How
tofu is used.
II. The market: Tofu sales reach $71 million in 1988
(Gives dollar volume in millions from 1984 [$57] to 1988
[$71]. Source: Packaged Facts). III. Factors in future growth:
Popularity of Oriental cuisine. Tofu adopted by dieters
and health conscious. Consumers attracted by low price.
Dinners and entrees being introduced. Tofu helpers (Betty
Crocker’s Oriental Classics Dinners [General Mills] call for
the addition of tofu, chicken, or meat). Tofu substitutes are
proliferating (value-added tofu based ice creams, puddings,
burgers, cheese, hot dogs, salad dressings, etc.). Interest
by corporate giants (Pillsbury and Carnation). Tofu used in
U.S. National School Lunch Program (it is estimated that
50 million lb of soy proteins are used each year in school
lunches). IV. Projected sales: $119 million market by 1995
(7-8% dollar increase annually). V. Market composition:
Raw tofu over half of sales. Supermarkets account for 60%
of sales. V. The Marketers: Field narrowed to 150 or fewer
marketers. Four major marketers (Hinoichi, Azumaya,
Morinaga, Nasoya; produce 100,000+ weekly). The
second echelon (Northern Soy, Quong Hop, White Wave,
Island Spring; produce 15,000–30,000 lb/week). VI. The
competitive situation: Precise market shares unavailable.
Hinoichi, Azumaya, Nasoya, and Morinaga lead. Tomsun,
failing with Jofu [tofu yogurt], fi les for Chapter 11. Watch
out for Kikkoman. VII. Advertising and promotion:
No measurable expenditures (except by Tofutti). VIII.
Packaging: Plastic and foil. IX. Distribution and retail:
Distribution. 60% of raw tofu sold in supermarkets. Pricing
includes higher margins. Assortment. Most tofu shelved
with produce. Pricing data at the retail level: In its Key Price
Book, Marketing Services Corporation publishes detailed
information on tofu products sold in California supermarkets.
This includes data on package sizes, case sizes, competitive