Nasoya Launches ‘Power of 9’ to Highlight Tofu as a Complete Protein

Protein is important. Without enough of it, our bodies would struggle to function properly. Our muscles would be weak, our hair would thin, and we’d constantly feel fatigued. Luckily, clinical protein deficiency isn’t common in the US, but that doesn’t mean we couldn’t be eating more of it.

In 2019, one study published in the Journal of Nutrition, Health, & Aging suggested that many Americans, particularly older people, were not getting enough of the nutrient. That’s a problem because protein is vital for healthy muscles, skin, immune function, and brain health. But the good news is there are many sources of protein out there that we can add to our diets. One of the best?  Tofu. 

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In a new campaign, tofu brand Nasoya is on a mission to educate people about just how protein-packed tofu is (just one packet of Nasoya’s cubed tofu boasts around 27 grams of the nutrient, for example). But also, tofu is not just a source of protein, it’s a complete protein. This means that, like many meat products, it contains all nine essential amino acids. That’s why Nasoya’s new campaign is called “Power of 9.”

What are amino acids?

Amino acids are basically the building blocks of protein. Our bodies can produce 11 of them, but we need to get the remaining nine from dietary sources. 

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The nine essential amino acids are histidine, which is important for growth and repair; isoleucine, which helps with energy; leucine, key for protein synthesis; lysine, which helps to form collagen; methionine, which supports metabolism; phenylalanine, a precursor for dopamine; threonine, which supports our skin and teeth; tryptophan, which helps to produce serotonin; and valine, which helps with muscle growth.

Tofu contains all of them, which makes it “complete.” On top of this, it also contains other nutrients, like calcium, iron, and magnesium, says Kelly Jones, MS, RD, a sports dietitian who is working with Nasoya on its new campaign.

“[Tofu] is a versatile staple ingredient that can add protein power to any meal and serves those following plant-based and omnivorous eating patterns, alike,” she explains.

Is tofu good for fitness and exercise?

Nasoya’s campaign is dedicated to educating consumers on tofu’s protein content and nutritional value. It’s particularly targeted at women, who, according to Nasoya, “often struggle to get enough quality protein.” According to The National Academy of Medicine, women should be aiming for around 46 grams of protein a day.

“Tofu is an accessible, high-quality protein source that is often underestimated,” said Ellen Kim, Nasoya’s Director of Marketing Communications & Consumer Insights at Pulmuone, the parent company of Nasoya. “We think any diet a woman chooses is great – whether she wants to be exclusively plant-based, flexitarian, or omnivore, but she deserves the power of choice and that can only come when she is fully informed.”

She added: “This campaign is about giving people the information they need to make the best choices for themselves.”

Right now, you can find an entire section of the brand’s website devoted to the Power of 9, which includes high-protein recipes featuring tofu, information on how to enter its sweepstakes (with prizes including a Power of 9 jersey and free coupons for Nasoya tofu), a Q&A with Jones, and a section on Aaliyah Edwards, a Canadian professional basketball player and ambassador for Nasoya.

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Edwards proves that tofu is just as good as meat (if not better) at fueling exercise and fitness. She’s been vegetarian since the age of seven, which means throughout her entire career on the basketball court, she has never eaten meat. And yet, right now, she is at the peak of her career; she currently plays for the Washington Mystics in the WNBA.

“One of the first decisions I remember making at a very young age was wanting to become an elite athlete, and the second was to become a vegetarian. I’ve been enjoying a plant-based diet since I was seven years old, and honestly, it’s been one of the best choices I’ve ever made,” Edwards said in a statement.

“As an athlete, people often ask if it’s hard to stick with it, and my answer is always the same: Nope! The variety, flavors, and nutrition are endless. That’s why I’m so excited to partner with Nasoya and share how easy it can be to fuel your body with tasty, nutritious options.”

There are many plant-based sources of protein, but not all are complete. However, you can combine different ingredients to create a complete protein. Think lentils and nuts, for example, and rice and beans. But eating tofu makes it easy—all the amino acids are there, in one bite. If you want inspiration on how to cook with tofu, check out 35 of our favorite recipes here.