The spotlight has been on the likes of Alpro, So Good and, for a while, Unilever.
But, away from the public glare, Cheshire-based Soya Health Foods has quietly built a 10% market share over the past 24 years. And with sales of £9m it's now ready to take things to the next level.
"We plan to at least double our market share over the next 12 months," says marketing director Robin Gleave.
That would make it the number two brand in the category, overtaking So Good. If it continues on its current trajectory, a year from now it could have even bigger game in its sights. Its Sunrise brand is already the fifth-biggest in the sector, according to TNS, and developments over the past year suggest this health food company is starting to really hit its stride.
Sunrise launched a fruit and soya drink last year, Sunrise Healthy Start, similar to the AdeZ product Unilever discontinued. It is available in Waitrose, The Health Store, Holland & Barrett and the independent trade. From August it will also be in 144 Tesco Extra Stores.
"We were concerned when AdeZ launched as it seemed to pre-empt us," says Gleave. "However the branding, positioning and formulation let the concept down. Consumers failed to connect with its health messaging, so we have been able to prevail whereas they have withdrawn from the market."
The total Sunrise brand was relaunched at this year's Food & Drink Expo with new packaging and improved recipes. Gleave says the rocketing price of dairy milk has encouraged consumers to consider soya.
"The cost difference is not nearly as apparent as it used to be. This has helped to give soya greater acceptance," he says. "Soya is no longer a product just for lactose-intolerant consumers or for vegetarians. It now has a much wider appeal, which is partly being driven by the UK's healthy eating agenda."
The company is also cutting its carbon footprint, conscious of the ethical approach consumers take to shopping, by planning to source all its beans from Europe rather than South America and Canada.