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Clearly, corporate America is getting wind of the purchasing power of plant-based consumers.

WhiteWave Foods, the mega-company behind Silk, So Delicious and a whole host of other brands, has acquired Vega, popular maker of vegan nutritional supplements. They scored the growing outlet for a cool $550 Million.

While the company owns several plant-based brands including Silk, So Delicious and Earthbound Farms (makes of packaged salads), they also still own several traditional dairy labels, including International Delight and Horizon Organic. It does look like WhiteWave is consciously moving towards vegan offerings, however, given that its website proclaims: “We are creating a plant-based future.”

“With its distinctive product offering and opportunities to extend its line, Vega is in the early stages of its growth cycle,” reads WhiteWave’s press release. “It is also well positioned to capitalize on the favorable plant-based eating trends and upside potential that exist in the fast-growing $8.6 billion nutritional powders, bars and ready-to-drink beverages market, where consumers are increasingly seeking healthy solutions from plant-based offerings.”

Vega is based in Vancouver, British Columbia, and originated with Vega One, a nutritional shake dreamed up by athlete Brendan Brazier.

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