Prosur has developed a unique toolkit of natural ingredient solutions that protect food with food, enabling manufacturers to drop unwanted chemicals and meet demand for natural and clear-label products.
Research shows that consumers are increasingly aware of ultra-processed foods (UPFs), with 48% globally regarding them as unhealthy and associating them with artificial ingredients and chemical additives. Additionally, when choosing which products to buy, 62% say they look for recognizable ingredients, while 57% prize ingredient transparency.
Tightening global regulations are also accelerating the shift towards natural, minimally processed foods. In the US, the Make America Healthy Again (MAHA) Commission is targeting reductions in UPFs, synthetic colors, and added sugars. In the EU, stricter limits on nitrite and nitrate additives in processed meat, cheese, and fish were implemented in 2025.
Targeting these needs, Prosur’s Get It Natural Toolbox is a ready-to-use suite of multifunctional natural ingredients that enables the removal of synthetic additives from food and beverages. It is validated through industrial trials, independent third-party studies and real-world commercial applications.
The Get It Natural Toolbox 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
Juan de Dios Hernández, Prosur CEO, said, “The future of food is more natural, and that’s exactly where we’ve been building solutions for years. As food-biotech pioneers, we revolutionized meat processing in 2015 by eliminating nitrites using nature-powered technologies, long before European regulations tightened. Today, Prosur brings its solutions to all food and beverage categories. Through the Get It Natural Toolbox, we support manufacturers in developing scalable applications that meet growing market and regulatory demands – without synthetic additives or other compromises.”
Brian Metzger, vice-president, North America, Prosur, who spoke about the MAHA initiative at the recent Future Food Tech event in San Francisco, added: “MAHA hasn’t changed our direction – it’s validated it. Our philosophy has always been simple – we protect food with food. Plants, fruits, and spices carry inherent functional and nutritional potential. When combined with upgraded ancient methods like fermentation, circular concepts such as upcycled raw materials, and modern tools like AI, they unlock new ways to produce foods without unwanted chemicals. The industry is now catching up with what consumers have been asking for – real ingredients, clear labels, and natural processes that work with food, not against it.”
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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