Dave, the Key weasel phrase in the text is "The inclusion of at least 25g soya protein a day as part of a diet low in saturated fat can help reduce cholesterol in the blood" This is the way that advertisers use UNPROVEN data to support their cause, if it was verifiable and PROVABLE they would say " Is PROVEN to reduce" they know it dont work for everyone and is not quantifiable, thus the circumlocution in their blurb. It is on a par with orange drinks that say "contains fresh orange juice" Sure it may be one drop per hundred litres but so long as it is verifiable....