Soya giant looks for UK ad agency to handle So Good

Soyaworld, the Canadian manufacturer of soy beverages, is understood to be looking for a UK advertising agency to manage the business for its So Good product range.

Soyaworld, the Canadian manufacturer of soy beverages, is understood to be looking for a UK advertising agency to manage the business for its So Good product range.

The Vancouver-based company is believed to be in early discussions with a number of agencies to manage the account, worth about &£4m. It is not clear if the brand has worked with a UK agency in the past.

Soyaworld, a Sanitarium-owned company, dominates the soy milk market in Canada with a 65% share of the soy beverages category. It is one of North America’s biggest suppliers of dairy-free soy beverages, with its three primary product ranges including So Good, So Nice and Sunrise stocked in most major grocery outlets across Canada.

The talks come as top European rival soya-based foods manufacturer Alpro finalised a review of its UK media planning and buying account this week.

Alpro appointed OMD to its &£30m pan-European account, worth &£3.6m in the UK, following a pitch that is understood to have involved Carat, Mediaedge:cia and Starcom.

The move marks the first time Alpro has executed media planning and buying on a pan-European level. For the past eight years, UK media planning and buying has been carried out by Somerset-based agency The Point Marketing & Communications, which also handles the brand’s creative business.

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