DuPont Seeks to Establish New Brand Item

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WILMINGTON, Del. — Lycra, Teflon, and Kevlar are all brand names that have made DuPont Co.’s products a household name. Now DuPont wants to add Solae to the list, extending its branding strategy to its soy-protein ingredients.

The Solae name will first appear, framed in a leaf-like logo, on the shapely blue bottles of 8th Continent soymilk, which are hitting dairy cases across the Northeast, West Coast and Mid-Atlantic this month.

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