Prosur uses IFT to show MAHA reformulation toolbox

Prosur is using this year’s IFT First in Chicago to demonstrate why its Get It Natural Toolbox is positioned to help manufacturers navigate the regulatory and reformulation pressures created by the Make America Healthy Again (MAHA) movement.

With MAHA accelerating the shift away from ultra‑processed foods, synthetic additives and added sugars, Prosur is framing IFT as the moment to show the industry that natural, multifunctional ingredient systems are no longer a “nice to have” but a commercial necessity.

According to Prosur, MAHA has “turbo‑charged the clear and clean label movements” and created a new urgency for manufacturers to reformulate without compromising taste or safety. IFT First is the first major US industry event since MAHA’s regulatory tightening began, and Prosur is using the platform to show that its portfolio already aligns with the new rules.

The company sees three reasons to take centre stage at IFT:

1. Regulatory pressure is rising fast — MAHA’s 2025 strategy targets reductions in UPFs, synthetic colours and added sugars.
2. Manufacturers need proven, scalable alternatives — many are struggling to reformulate without losing flavour, texture or shelf life.
3. Prosur’s natural technologies are already validated — the business has spent a decade eliminating nitrites, phosphates and synthetic additives in meat and now applies the same science across all categories.

By exhibiting at Booth #4821, Prosur is positioning itself as a partner that can help brands “future‑proof” portfolios rather than scramble to catch up.

What Prosur is showing

Prosur is showcasing the full breadth of its Get It Natural Toolbox, a suite of multifunctional ingredient systems built on the principle of “protecting food with food.” The toolbox includes: chemical elimination systems; next‑level fermentation using upcycled superfoods; smarter sweetener systems; and natural preservation and colour solutions.

These technologies are designed to help manufacturers drop synthetic additives while maintaining taste, colour, freshness and food safety — the exact pain points MAHA has brought to the surface.

The company is also emphasising versatility: the same natural systems can be used across meat, dairy, beverages, bakery and confectionery, giving R&D teams a single platform for multiple reformulation challenges.

For manufacturers, Prosur’s IFT presence signals that the MAHA era is a commercial opportunity. As Simon Claessens, global director of sales & business development, notes: “It’s never been more important to ensure that your products taste great, are free from synthetic additives, and carry easy‑to‑understand labels.”

For retailers and brands, reformulation is accelerating, clean‑label expectations are becoming regulatory expectations, and natural, multifunctional systems reduce risk and speed up compliance.

Prosur is using IFT to show that it already has the tools to help manufacturers stay ahead of MAHA — not react to it.