Last October, the U-S-D-A gave the lowly soybean the right to call itself a weapon against cholesterol. Now the wonder-bean's new target is the snack food and beverage market.
According to a study by the San Francisco based market research firm SPINS, the luscious legume has made leaps and bounds in mainstream food stores. Last year, purchases of soy-based beverages increased almost 95%. At the same time, consumption of snack bars increased by almost half.
Once absent from breakfast table, the bean is also leaving an impressive dent in the cold cereals market with a 42 fold increase in sales.