US consulting firm Arthur D. Little, Inc., and Soyatech, Inc., a publishing and market research firm specialising in soyfoods, have formed an alliance to provide the soyfoods industry with strategic and technical information to increase consumer awareness of soy products. The first report of the alliance will be a multi-client, flavour benchmarking study of the U.S. soymilk industry. The report will compare the leading brands of soymilk, as well as analyse dairy milk. Follow-on studies are planned for soy burgers, tofu and soy proteins in the U.S., Europe and Asia. "The soyfoods market is experiencing a wave of mergers and takeovers as major food companies with enormous resources and extensive merchandising expertise dive into this rapidly expanding market, including Kellogg, ConAgra, Heinz, and Kraft," said Jack Keniley at Arthur D. Little. "The new alliance claims that it will work closely with these companies to help them develop product, branding and marketing strategies to elevate soy in the eyes of the consumer.