Protein Technologies International

Now Solae — division of DuPont: Soy Protein Health Claim

Engagement Overview: 

Focused on five goals during the FDA health claim for soy protein — the first for a whole food or protein — which took place during the first Mad Cow and “Frankenfoods” scares in Europe and investigative journalism reports (e.g. 20/20) in the U.S.  CIPRA-winning program focused on consumer and trade programs (ingredient product).

Challenges:

Convince then skittish food manufacturers to accept soy as a viable, healthy ingredient; and Western consumers that this healthful ingredient can be palatable. 

Result: 

Catapulted the once-humble soybean into a new consideration set as an exciting addition to Western diets — and directly helping PTI reach its business objectives.