Protecting food with food: Prosur toolbox ​
​targets demand for clear label solutions

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, 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.¹ Additionally, when choosing which products to buy, 62% say they look for recognizable ingredients, while 57% prize ingredient transparency.²

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:

Juan de Dios Hernández, Prosur CEO, said: “The future of food is more natural food, 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.”

¹ FMCG Gurus, Top Ten Trends for 2026 Trends Digest

² FMCG Gurus, Top Ten Trends for 2026 Trends Digest

For more information, contact:

Steve Harman, Ingredient Communications
​Tel: +44 (0)7538 118079 | Email: steve@ingredientcommunications.com

About Prosur

Founded in 1965, Prosur is a food-biotech pioneer, providing the food industry with science-backed, future-proof solutions to help them improve consumers’ lives by making health and natural food more accessible. Prosur revolutionized meat processing in 2015 by eliminating nitrites, phosphates, and synthetic additives using nature-powered technologies – delivering full-flavor, clear-label products that strengthened trust, transparency, and authenticity. Today, Prosur applies the same disruptive mindset across the broader food and beverage landscape, 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, unlocking natural synergies to enhance taste, color, freshness, and food safety – enabling scalable, transparent, and future-proof products without compromise.

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