Prosur showcases clean-label solutions at FI Asia amid tighter Asian regulation
Prosur, a Murcia, Spain-based food-biotech company, showcased its natural clean-label solutions at FI Asia in Jakarta recently, presenting a toolbox of food-based ingredient systems that help manufacturers remove unwanted chemicals, reduce refined sugars and salt, and meet rising consumer and regulatory demands for cleaner labels in Asia.
Tighter regulation
Research cited by Prosur 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, the figures are higher than the global average, according to PwC’s Voice of the Consumer 2025: Asia Pacific. Innova Market Insights data show that penetration of food and beverage products with clean-label claims increased by 3% in Asia between 2024 and 2025.
Regulation is also tightening. A new standard on heavy metals in dried meat products in China was set to take effect in September, while new regulations in Indonesia require mandatory labels on food packages and the reformulation of products to reduce salt, sugar and fat.
A ready-to-use natural ingredient toolbox
At FI Asia, the company showcased 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, stabilising shelf life and maintaining texture, juiciness and colour.
- Next level fermentation: crafted from upcycled superfoods through gentle water infusion with no solvents or additives, creating unfavourable conditions for spoilage organisms such
as yeasts and moulds. - 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 fibre that reduces cocoa dependency while delivering structure, digestive support and significant cost optimisation.
Reformulating ahead of regulation
Simon Claessens, Global Director, Sales & Business Development at 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 flavour, as well as performing at scale. Now is the time to get ahead of the curve and reformulate before regulatory changes force it.”