IFF Advances Soy Protein Positioning, Obtains Approved Heart Health Claim in Australia and New Zealand

International Flavors & Fragrances (IFF) has secured the first approved heart health claim* for soy protein in Australia and New Zealand.¹ The claim, authorized by Food Standards Australia New Zealand (FSANZ), allows soy protein to be marketed in relation to its ability to help lower cholesterol, a key risk factor for cardiovascular disease.

According to company executives, the approval follows a comprehensive scientific review process evaluating the relationship between soy protein consumption and cholesterol reduction.

“For decades, IFF has invested in the science behind soy protein and its role in supporting cardiovascular health,” said Tony Andrew, IFF’s vice president of protein solutions. “This approved claim validates years of rigorous research and collaboration. With our deep expertise in ingredient science, application and scale, we are well-positioned to help our customers translate this milestone into differentiated products that deliver on health, taste and sustainability.”

The claim also aligns with existing regulatory positions in other regions, including the United States, where soy protein has long been associated with heart health benefits. For formulators and brand owners, the approval represents a significant opportunity to position soy-based ingredients within the growing cardiovascular health category in the Asia-Pacific region.

Why is This Claim Significant for the Nutraceutical and Functional Food Industries?

The newly approved claim is notable not only for its regional impact but also for what it signals about the broader industry landscape. Regulatory validation of ingredient-specific health claims remains a critical differentiator in a market increasingly driven by scientific substantiation.

Heart health continues to be a leading area of consumer interest globally, particularly as aging populations and rising rates of metabolic disorders drive demand for preventive health solutions.

Ingredients with strong clinical backing and regulatory support are gaining traction as brands seek to differentiate products in competitive categories.

Soy protein’s recognition in Australia and New Zealand may also contribute to renewed interest in plant-based proteins beyond their traditional positioning in sustainability and sports nutrition, expanding their relevance into condition-specific health applications.

How Does Soy Protein Support Heart Health?

Soy protein has been studied extensively for its potential role in lowering low-density lipoprotein (LDL) cholesterol. The mechanism is believed to involve both the protein itself and associated bioactive compounds, which may influence lipid metabolism and cholesterol absorption.

The approved claim reflects a consensus that regular consumption of soy protein, as part of a balanced diet, can contribute to reduced cholesterol levels. This aligns with longstanding scientific evidence and regulatory positions in other markets.

“The clinical evidence supports a causal relationship between isolated soy protein consumption and improved blood lipids,” commented Alan Barclay, PhD., lead author of the FSANZ submission. “With dyslipidemia affecting around 60% of Australian adults² and many New Zealanders, daily consumption of soy protein offers a practical food-based nutrition strategy to help manage cholesterol and reduce cardiovascular risk.”

What Opportunities Does This Create for Product Development?

The approval opens new avenues for innovation across multiple categories, including:

• Functional foods and beverages
• Dietary supplements
• Plant-based protein products

Manufacturers can now formulate products that explicitly target heart health, leveraging soy protein as a clinically supported ingredient. This may be particularly relevant in categories such as ready-to-drink beverages, protein powders, and fortified foods.

The industry is increasingly moving toward multi-benefit, condition-specific products, making regulatory-approved claims an important tool for differentiation.

How Does This Development Align with Broader Plant-Based Trends?

The approval comes amid sustained growth in the plant-based sector, driven by consumer interest in health and sustainability. While plant-based proteins have traditionally been associated with environmental benefits, there is growing emphasis on their functional and clinical attributes.

By enabling a heart health claim, the FSANZ decision reinforces the positioning of soy protein as not only a sustainable ingredient but also a clinically relevant nutritional solution.

What Does This Mean for Global Regulatory and Market Dynamics?

IFF’s achievement may have implications beyond Australia and New Zealand. Regulatory approvals in one region can influence policy discussions and market strategies in others, particularly as companies seek to harmonize claims across global portfolios.

For multinational brands, the ability to leverage consistent health claims across markets can streamline product development and marketing efforts. The approval also underscores the importance of robust scientific dossiers in securing health claims, reinforcing the role of clinical research in driving regulatory success.

* IFF confirms that the soy protein heart health claim referenced in recent coverage is a self‑substantiated general level health claim notified to FSANZ in accordance with Standard 1.2.7 of the Australia New Zealand Food Standards Code.

References

1. IFF secures first heart health claim for soy protein in Australia and New Zealand. Business Wire. Published March 31, 2026. Accessed April 3, 2026. https://www.businesswire.com/news/home/20260330523416/en/IFF-Secures-First-Heart-Health-Claim-for-Soy-Protein-in-Australia-and-New-Zealand

2. National health measures survey. Australian Bureau of Statistics. Published March 31, 2025. Accessed April 3, 2026. https://www.abs.gov.au/statistics/health/health-conditions-and-risks/national-health-measures-survey/latest-release