Then finally, in 2008, Blue Diamond felt it was time to move it to the refrigerated aisle, in part because of growing demand written in their sales and also because soy was tumbling. A few years before, as the message got across that soy was “good for you,” all sorts of soy products flooded the market, including pastas, protein powders, meatless patties, infant formulas and more. Soy was primed for a backlash, and it got one, in the form of animal studies that suggested too much soy might lead to hormone disruption, thyroid problems, and possibly an increased risk for breast cancer for certain women. Although these effects have never been observed in humans (outside a few case studies of people eating astronomical amounts of soy), the damage was done. People were turned off by soy, and therefore thirsty for an alternative; at the exact same time, that alternative miraculously appeared in the dairy case.