EUROPE | Prosur will showcase its natural ingredient solutions at Fi Europe, demonstrating how its “Protect Food with Food” approach can help manufacturers adapt to a changing regulatory and consumer landscape.
Across Europe, consumers are shifting away from ingredients perceived as unnatural or synthetic. Last year, the EU lowered the levels of nitrite and nitrate additives permitted in processed meat, fish, and cheese, and half of European consumers say they prefer a natural or clean-label approach to healthy eating, with many actively limiting artificial ingredients.
Governments are also getting tougher on sugar – the German cabinet, for example, recently approved draft legislation to tax sugar-sweetened drinks. Meanwhile, brands are looking for sweetener solutions that let them offer nutritional benefits while reducing or removing sugar.
Prosur’s Get it Natural toolbox includes a range of natural, clean-label solutions built on the philosophy of “protecting food with food”. They can help manufacturers remove unwanted chemicals and reduce sugar, artificial sweeteners and salt, while improving taste.
Many also offer nutritional benefits. For example, Prosur’s carob-based sweetener systems deliver dietary fibre and naturally occurring polyphenols.
At Fi Europe, Prosur will debut ‘GIN* Drinks & Food’, a pure showcase brand. Under the GIN* label, it will present a range of application concepts made with solutions from the toolbox, including meat snacks, ready-to-eat dishes, condiments such as mayonnaise, baked goods and beverages.
Simon Claessens, Global Director, Sales & Business Development, Prosur, said the environment in which Europe’s food and beverage manufacturers operate has fundamentally transformed, with both governments and consumers driving a shift from synthetic to natural. At the same time, ingredients, particularly sweeteners, are being asked to do more than ever, to deliver taste, nutrition, functionality, sustainability, and cleaner labels.
At Fi Europe, Prosur will demonstrate how the Get it Natural toolbox, based on its philosophy of protecting food with food, can meet these needs.
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