Fry the heck out of it so that it has plenty of taste and texture!
Buy extra firm tofu, press all the water out of it, and then put it in a dish that has lots of flavorful sauce. Then, the tofu will taste like a textured ingredient rather than a slab of flavorless substance.
When you first start using soymilk, use it in conjunction with other things. Serve it with cookies, add chocolate sauce, use it in baking.
Some meat-alternatives, like Boca burgers and Morningstar Farm chicken patties, taste good to non-vegetarians. Don't eat them by themselves, at least not to begin with, because they will taste "weird." But if you make an entire sandwich out of them, with cheese and sauce and pickles and whatever else, then the meat-alternatives taste like any other new kind of sandwich.
You don't have to mention that soy is an ingredient... For example, you could use soy "crumbles" in chili, and odds are that your BF won't even know it's not beef.
Finally, you don't have to have soy at every meal. You can get protein from other sources, like legumes, nuts, whole grains, leafy green veggies. So, you can make meatless meals without necessarily using soy.