A heart health claim just opened a new growth lane in ANZ. Here’s how to move first.

In everyday terms, heart health means supporting the heart and blood vessels so they can move blood efficiently throughout the body. Practical markers include maintaining healthy LDL and total cholesterol levels, supporting healthy blood pressure, promoting good circulation, and managing lifestyle factors such as diet quality, physical activity, body weight, sleep and not smoking.

It is best to describe foods as helping to support heart health as part of an overall healthy eating pattern, rather than implying that any single food prevents heart disease on its own.

Blood cholesterol is influenced by several factors, including genetics, age, body weight, physical activity, and medications when needed, but diet is one of the most important modifiable factors. 

In practical terms, reducing saturated fat and replacing it with unsaturated fats and higher-quality protein foods can help improve cholesterol profiles. Soy protein is one scientifically supported example: clinical research, including large systematic reviews and meta-analyses of randomized trials, has shown that soy protein intake can produce modest but meaningful reductions in LDL cholesterol and total cholesterol⁴. The effect is not a substitute for medical care, but it can be a useful dietary strategy within a heart-healthy eating pattern. 

20-25 grams of isolated soy protein per day, as part of a healthy, balanced diet. This can be achieved by different servings throughout the day, such as:

– ½ cup of edamame (9 grams soy protein)
– 1 soy protein bar (20 grams soy protein)
– 1 soy protein shake (20 grams soy protein)
– 3oz firm tofu (8 grams soy protein)
– 1 cup of soy milk (8 grams soy protein)

These are just some examples; the exact soy protein content will depend on the product. Individuals with soy allergies should seek medical advice before consumption.

No. Simply containing soy protein is not enough. Heart health claims are tied to specific regulatory requirements, including the amount of soy protein provided per serving, the total daily intake referenced by the claim and the overall nutrient profile of the food.

Qualifying foods that provide meaningful soy protein (usually 5 to 6.25 grams/serving to achieve 20-25 grams/day) and fit within a diet low in saturated fat and cholesterol may help support heart health. Product-specific claims should always be checked against applicable regulations in the intended market.

For most people soy protein is safe to consume daily as part of a healthy, balanced diet*. Soy protein has been consumed safely around the world for decades and is one of the most extensively researched plant proteins available.

A common question is whether soy affects hormones. This concern comes from naturally occurring compounds called isoflavones, which are found in soybeans. However, decades of research have shown that consuming soy foods and soy protein does not adversely affect hormone levels in men or women when eaten as part of a normal diet. Studies have also found no evidence that soy consumption increases the risk of breast cancer. In fact, soy foods are included in many healthy dietary patterns around the world.

Soy protein is recognized for its nutritional quality. Isolated soy protein contains all nine essential amino acids, making it a complete protein comparable in quality to dairy and egg proteins. This makes it a valuable option for people looking to increase protein intake.

* The main exception is for people with soy allergies. For the vast majority of consumers, soy protein is a safe, nutritious, and high-quality protein source that can be enjoyed every day as part of a balanced diet.

Different types of food and beverages may carry the claim, provided they meet the eligibility requirements for the claim. Examples include ready-to-drink protein beverages, nutrition shakes, dairy alternatives, meat alternatives, soy-based yogurts, protein bars, protein supplements and powders and high-protein snacks.

Requirements vary by country, but manufacturers generally need to:

– Formulate with sufficient isolated soy protein
– Meet all regulatory nutrient and product eligibility requirements
– Use approved claim wording
– Comply with local food labeling regulations

In the case of the new ANZ heart health claim, IFF’s technical, regulatory and application teams can work with manufacturers to explore formulation opportunities and understand the scientific substantiation supporting the claim. Manufacturers should always verify compliance with local regulations before using any health claim.

Isolated soy protein (ISP) offers an excellent choice of high-quality nutrition. It contains all nine essential amino acids making it a complete high-quality protein, with a PDCAAS of 1.0, the maximum score available, comparable to dairy and egg proteins.

From a product development perspective, ISP is highly concentrated, containing at least 90% protein. This high protein purity allows manufacturers to add meaningful protein levels without introducing large amounts of carbohydrates, fiber or other solids that can impact taste, texture, or processing. As a result, formulators can create high-protein products with a cleaner sensory profile compared with less refined soy ingredients.

However, not all soy protein isolates perform the same way. Different applications require different functionality. IFF has developed specialized SUPRO® Isolated Soy Proteins tailored for beverages, nutrition powders, bars, dairy alternatives and plant-based foods. They were designed to deliver the protein levels manufacturers need while helping optimize taste, texture, stability and processing performance in the finished product.

Engage with IFF early in your product development process. By understanding your formulation and product objectives, we can help identify the most suitable approach for your application.

With our broad portfolio of SUPRO® Isolated Soy Proteins, complementary texturizing and food protection solutions, and deep application expertise, we can work alongside manufacturers to support formulation development and product optimization.