In 1999, the FDA concluded (and with specific parameters allowed health claims stating) that foods containing soy protein included in a diet low in saturated fat and cholesterol may reduce the risk of coronary heart disease by lowering blood cholesterol levels. Following this, GeniSoy made its products available as a vehicle for bringing soy's healthful benefits to consumers.
Not to be discounted in GeniSoy's 2002 success must also be a redesign of their packaging and a refocused effort on marketing, plus a repositioning of the GeniSoy brand in the soyfoods marketplace.