At IFT 2026 Prosur Will Highlight Solutions for Meeting Consumer Clean-Label Demand

In response to changing market demands, food-biotechnology firm Prosur will showcase its functional ingredient solutions at the upcoming IFT First conference, taking place July 12–15, 2026, in Chicago. Having introduced a commercial nitrite eliminator for meat processing in 2015, the company has expanded its portfolio to address clean-label demand across multiple functional food and beverage categories.¹

Prosur highlights how a driver of regulatory shifts for dietary supplement and functional food manufacturers in the United States is the Make America Healthy Again (MAHA) movement, specifically the 2025 Make Our Children Healthy Again strategy.²

“MAHA has turbo-charged the clear and clean label movements, which were already gathering pace because of consumer preferences,” stated Simon Claessens, Global Director, Sales & Business Development at Prosur. “As a result, it’s never been more important to ensure that your products taste great, are free from synthetic additives, and carry easy-to-understand labels. The new regulatory landscape has created challenges, but there are also real opportunities to get ahead of the game by future-proofing products using natural, and cost-effective ingredients that eliminate chemical dependency. At Prosur, we’re proud to have been at the forefront of the real food and clean label movements, and we’re excited to share our expertise at IFT First.”

The company will be at Booth #4821 at the event.

How Are Consumer Data Trends Signaling a Market Shift?

Market data underscores that clean-label transition is driven by consumer demand as much as regulatory pressure. As Prosur notes, global research indicates that 48% of consumers view ultra-processed foods as unhealthy, frequently associating them with artificial ingredients and chemical additives.³ Furthermore, 62% of consumers prioritize recognizable ingredients when making purchasing decisions, and 57% value total ingredient transparency.

What Functional Ingredient Alternatives Are Available?

The company’s "Get It Natural Toolbox" comprises several multifunctional technologies designed to replace synthetic chemical additives⁴:

• Chemical Elimination Systems: Natural ingredient complexes developed to replace nitrites, phosphates, and sulphites. These systems are formulated to maintain product yield, shelf-life stability, texture, and color.
• Water-Infused Fermentation: Utilizing upcycled superfoods via a water-infusion process that excludes solvents or traditional additives. This technology establishes environmental conditions that inhibit common spoilage organisms, such as yeasts and molds.
• Smarter Sweetener Systems: Utilizing a sustainable, climate-resilient Mediterranean carob crop, these systems supply metabolic functionality through naturally occurring sugars, eliminating the need for fortification or artificial sweeteners.
• Soluble Carob Fiber: An upcycled fiber option serving as a cost-optimized cocoa alternative that provides structural support and digestive benefits.

“MAHA hasn’t changed our direction – it’s validated it,” explained Brian Metzger, Vice President, North America, Prosur. “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.”

How Can Manufacturers Address Industrial Application and Scaling?

According to Prosur leadership, the commercial viability of clean-label alternatives relies on scalability and cost-effectiveness. The company states that its toolkit options have undergone validation through industrial trials, independent third-party studies, and active commercial applications.

As manufacturers prepare for stricter oversight regarding ultra-processed components and synthetic inputs, leveraging natural synergies offers a pathway to future-proof product portfolios. “The future of food is more natural food, and that’s exactly where we’ve been building solutions for years,” stated Juan de Dios Hernández, Prosur CEO. “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.”

References

1. Prosur. Prosur showcases solutions for the MAHA era at IFT First. June 18, 2026. Accessed June 26, 2026. Press release provided via email.
2. McEvoy E. MAHA Commission publishes Make Our Children Healthy Again Strategy responding to childhood chronic disease. September 10, 2025. Accessed June 26, 2026. https://www.nutritionaloutlook.com/view/maha-commission-publishes-make-our-children-healthy-again-strategy-responding-to-childhood-chronic-disease
3. FMCG Gurus. Top Ten Trends for 2026 Trends Digest. https://fmcggurus.com/top-ten-trends-for-2026-trend-digest/
4. Prosur. Protecting food with food: Prosur toolbox targets demand for clear label solutions. April 30, 2026. Accessed June 26, 2026. Press release provided via email.