Prosur showcases clean-label solutions for Asia’s 'new food rules'

Prosur will showcase its natural ingredient solutions at FI Asia, demonstrating how manufacturers can “protect food with food” to meet growing demand for cleaner labels in Asia.

Research shows that two thirds (67%) of consumers in Asia-Pacific are worried about ultra-processed foods, while 62% are worried about levels of additives or preservatives. In both cases, these figures are higher than the global average.1

Meanwhile, penetration of food and beverage products with clean-label claims increased by 3% in Asia between 2024 and 2025.2

There have also been tighter regulations. For example, a new standard on heavy metals in dried meat products in China will take effect in September.3 In Indonesia, new regulations require mandatory labels on food packages, and the reformulation of products to reduce salt, sugar and fat.4

Prosur specializes in natural and clean label solutions that help food and beverage manufacturers remove unwanted chemicals such as nitrites, phosphates, benzoates and sorbates. It can also help manufacturers reduce levels of refined sugars, artificial sweeteners and salt, and offers low-sodium versions of its products. Prosur’s food-based systems are designed to improve taste while meeting the performance requirements of modern food production.

Simon Claessens, Global Director, Sales & Business Development, Prosur, said: “Across Asia, the rules of food are changing. Consumers are demanding recognizable ingredients and rejecting ultra-processed foods, and regulators are increasing scrutiny. Manufacturers have to adapt to this new reality while still offering products that deliver great taste and flavor, as well as performing at scale. Now is the time to get ahead of the curve and reformulate before regulatory changes force it.”

Exhibiting at Booth #C3T04 at FI Asia (16th to 18th September in Jakarta), the company will showcase the Prosur Get It Natural™ Toolbox – a ready-to-use suite of multifunctional natural ingredients that includes:

Chemical Elimination: next-generation natural ingredient systems that remove nitrites, phosphates, sulphites, and other unwanted chemicals from processed meats while improving yield, stabilizing shelf life, and maintaining texture, juiciness, and color

Next Level Fermentation: crafted from upcycled superfoods through gentle water infusion with no solvents or additives, creating unfavorable conditions for spoilage organisms such as yeasts and molds

Smarter Sweetener System: sourced from a sustainable, climate-resilient Mediterranean carob crop, delivering metabolic functionality through naturally occurring sugars, without artificial sweeteners or fortification

Cost-Efficient Cocoa Alternative with Fiber-Driven Digestive Benefits: a soluble, upcycled carob fiber that reduces cocoa dependency while delivering structure, digestive support, and significant cost optimization

Simon Claessens added: “Prosur’s philosophy is simple – we protect food with food. By combining the power of nature, next-level fermentation techniques and food science, we help manufacturers develop scalable, future-proof solutions for great-tasting products with labels that go a step beyond clean – to clear. Doing so has never been more important – not just to meet the rapidly changing needs of consumers in Asia, but also to succeed in global markets.”

As well as FI Asia, Prosur will exhibit at China International Meat Industry Week (CIMIW) in Qingdao (10th to 14th September).

1 PWC ‘Voice of the Consumer 2025: Asia Pacific’ January 26, 2026 https://www.pwc.com/gx/en/industries/consumer-markets/publications/voice-of-the-consumer-survey-2025-asia-pacific.html

2 Innova Market Insights ‘Global Clean Label Trends’, March 21st, 2025 https://www.innovamarketinsights.com/trends/global-clean-label-trends/

3 Chemlinked ‘China Revises GB 2762-2025 Maximum Levels of Contaminants in Foods’, 28th Sept 2025 https://food.chemlinked.com/news/food-news/china-revises-gb-2762-2025-maximum-levels-of-contaminants-in-foods

4 World Health Organization ‘ Indonesia develops new regulations to tackle unhealthy food consumption’ 27th Jan 2026 https://www.who.int/indonesia/news/detail/27-01-2026-indonesia-develops-new-regulations-to-tackle-unhealthy-food-consumption