Food manufacturers in Asia are facing a surge in demand for products with clear labels and fewer additives, a shift driven by both consumer pressure and tightening government rules. At this year’s FI Asia, the food-biotech company Prosur will present natural ingredient solutions designed to help producers “protect food with food” rather than relying on synthetic chemicals. The company’s exhibit at Booth #C3T04 will feature the Prosur Get It Natural™ Toolbox, a suite of multifunctional ingredients aimed at modernizing food production without compromising taste or safety.
Rising consumer concerns and regulatory pressure
Research indicates that a majority of consumers across the Asia-Pacific region are concerned about ultra-processed foods and the levels of additives or preservatives found in them. Data shows that two-thirds of consumers in the region worry about ultra-processed foods, while 62% are concerned about additives, figures that exceed the global average. Simultaneously, the market has seen a three percent increase in the penetration of food and beverage products making clean-label claims between 2024 and 2025. This trend is being reinforced by stricter regulations, such as new standards on heavy metals in dried meat products in China set to take effect in September, and mandatory labeling reforms in Indonesia requiring products to reduce salt, sugar, and fat content.
The regulatory environment is shifting rapidly. A new standard on heavy metals in dried meat products in China will take effect in September. In Indonesia, new regulations require mandatory labels on food packages and the reformulation of products to reduce salt, sugar, and fat. These changes force companies to adapt their formulations to maintain compliance while satisfying customers who are increasingly scrutinizing ingredient lists. The push for transparency extends beyond simple labeling, as global bodies and local governments alike demand proof of safety and nutritional integrity in packaged goods.
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Solutions that replace chemicals with nature
Prosur specializes in natural and clean-label solutions that help food and beverage manufacturers remove unwanted chemicals such as nitrites, phosphates, benzoates, and sorbates. The company also assists in reducing levels of refined sugars, artificial sweeteners, and salt, offering low-sodium versions of its products. Simon Claessens, Global Director, Sales & Business Development at Prosur, said the company’s philosophy is to “protect food with food.” By combining the power of nature and food science, the company helps manufacturers create scalable, future-proof solutions for great-tasting products with labels that go a step beyond clean to clear.
Prosur’s Get It Natural™ Toolbox includes four main categories of solutions. The first is Chemical Elimination, which uses next-generation natural ingredient systems to remove nitrites, phosphates, and sulphites from processed meats while improving yield, stabilizing shelf life, and maintaining texture, juiciness, and color. The second is Next Level Fermentation, which creates unfavorable conditions for spoilage organisms such as yeasts and molds through gentle water infusion with no solvents or additives.
The third is a Smarter Sweetener System sourced from a sustainable, climate-resilient Mediterranean carob crop that delivers metabolic functionality through naturally occurring sugars without artificial sweeteners. The fourth is a Cost-Efficient Cocoa Alternative with Fiber-Driven Digestive Benefits, a soluble, upcycled carob fiber that reduces cocoa dependency while delivering structure and significant cost optimization.
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Adapting to a changing market
Simon Claessens noted that across Asia, the rules of food are changing. Consumers are demanding recognizable ingredients and rejecting ultra-processed foods, while regulators increase scrutiny. Manufacturers must adapt to this reality while still offering products that deliver great taste and flavor and perform at scale. Claessens emphasized that now is the time to get ahead of the curve and reformulate before regulatory changes force the industry to make costly adjustments. As well as FI Asia, Prosur will exhibit at China International Meat Industry Week (CIMIW) in Qingdao from September 10th to 14th.
Founded in 1965, Prosur is a food-biotech pioneer that transformed meat processing in 2015 by eliminating nitrites, phosphates, and synthetic additives using nature-powered technologies. Today, the company applies the same disruptive mindset across the broader food and beverage environment, from fermentation-driven solutions and smarter sweeteners to high-functional fiber and cocoa alternatives. Through its Get It Natural™ Toolbox, Prosur delivers future-focused, clear label solutions that enhance taste, color, freshness, and food safety without compromising on performance.
