Prosur has said it will be targeting growing demand for clean-label food and beverage products in Asia with a portfolio of natural ingredient systems designed to help manufacturers reformulate products while maintaining taste, texture and shelf life.
The company will showcase its solutions at FI Asia in Jakarta, Indonesia, from 16-18 September, positioning its approach around the concept of “protecting food with food."
The move comes as consumer concerns around ultra-processed foods and food additives grow across the Asia-Pacific region.
According to PwC’s 2025 Voice of the Consumer survey, 67% of consumers in the region are concerned about ultra-processed foods, while 62% are concerned about levels of additives or preservatives – both above global averages.1
At the same time, clean-label claims are gaining traction.
Prosur cited data from Innova Market Insights that shows penetration of food and beverage products carrying clean-label claims increased by 3% in Asia between 2024 and 2025.2
Regulatory pressure adds to reformulation drive
Alongside changing consumer expectations, food manufacturers face an evolving regulatory environment across Asian markets.
In China, revised requirements covering contaminants in food include new maximum levels for heavy metals in dried meat products, while Indonesia has introduced measures requiring mandatory food labelling and encouraging reformulation to reduce salt, sugar and fat.
Prosur said these developments mean manufacturers need to anticipate changing requirements while continuing to deliver products that meet consumer expectations for taste and recognisable ingredients.
“Across Asia, the rules of food are changing,” said Simon Claessens, Global Director, Sales & Business Development at Prosur.
Manufacturers have to adapt to this new reality while still offering products that deliver great taste and flavour, as well as performing at scale.
At FI Asia, Prosur said that it will present its Get It Natural Toolbox, a suite of multifunctional natural ingredients for food and beverage applications.
Its Chemical Elimination systems are designed to remove nitrites, phosphates, sulphites and other unwanted chemicals from processed meat products while maintaining characteristics including yield, shelf life, texture, juiciness and colour.
The portfolio also includes fermentation-based solutions produced from upcycled superfoods, as well as a carob-based sweetener system intended to provide naturally occurring sugars without artificial sweeteners.
A soluble, upcycled carob fibre is also positioned as a lower-cost alternative to cocoa while providing structure and digestive-health benefits.
Prosur will also exhibit at China International Meat Industry Week in Qingdao from 10-14 September.
Claessens said the company’s aim is to help manufacturers develop scalable products with labels that go “beyond clean — to clear," as the food industry responds to changing consumer and regulatory expectations across Asia and global markets.
