Prosur has announced that it will be exhibiting its natural ingredient solutions at IFT FIRST, held on the 12th-15th July 2026 in Chicago.
The company said in a release that it would demonstrate how its natural ingredient solutions are the "perfect fit for the challenges and opportunities of the MAHA era."
The Make America Healthy Again (MAHA) movement has been a driving force for the clean labelling trend in food products.
The 2025 Make Our Children Healthy Again strategy aims to reduce consumption of ultra-processed foods (UPFs), synthetic colours and added sugars.
As manufacturers face increasing pressure to reformulate products, the influence of MAHA will be a key topic at the upcoming IFT First event, which will include sessions on the changing regulatory landscape featuring a senior government official.
Prosur said it will demonstrate at the show how its expertise in clean and clear-label solutions can help manufacturers succeed in the MAHA environment.
The company's Get It Natural Toolbox is a ready-to-use suite of multifunctional ingredients based on what Prosur calls the principle of "Protecting food with Food."
Leveraging the power of natural ingredient systems, the toolbox will help manufacturers drop unwanted chemicals and create "great-tasting products with clearer labels."
The effective and affordable solutions in it use various nature-powered technologies, such as chemical elimination, advanced fermentation techniques and innovative sweetener systems.
Prosur said that these solutions can be applied in a variety of sectors, including meat, dairy, beverages, bakery and confectionery.
Simon Claessens, Global Director, Sales & Business Development at Prosur, said: "MAHA has turbo-charged the clear and clean label movements, which were already gathering pace because of consumer preferences."
"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."
