Prosur targets sugar and additive reduction with Fi Europe food and drink showcase

Prosur will demonstrate ingredient systems designed to reduce sugar, salt and synthetic additives at Fi Europe 2026, using a dedicated showcase brand to present applications across food and beverages.

• Prosur announced plans to introduce GIN Drinks & Food at Fi Europe, using the demonstration brand to showcase ingredient applications across sweet and savory product categories.
• The company highlighted carob-based sweetener systems that provided dietary fiber and naturally occurring polyphenols, alongside its portfolio for reducing sugar, salt and selected synthetic additives.
• The presentation followed Prosur’s expansion into additional food and beverage categories, including the establishment of its Sweet & Beverage Division in May 2025 under Vanessa Delmer.

The Spanish company will introduce GIN Drinks & Food at the Frankfurt exhibition, which takes place November 17–19. The label has been created exclusively for demonstration purposes, bringing together concepts made with ingredients from its Get it Natural toolbox.

Products on display will include meat snacks, ready-to-eat dishes, condiments such as mayonnaise, baked goods and beverages. Through these applications, Prosur aims to show manufacturers how its ingredients can support reformulation while maintaining taste and functionality.

The presentation comes as food manufacturers respond to tighter additive limits and government measures intended to reduce sugar consumption, alongside consumer interest in products with more familiar ingredient lists.

“The environment in which Europe’s food and beverage manufacturers operate is undergoing a fundamental transformation, with both governments and consumers driving a shift away from synthetic towards natural,” said Simon Claessens, Global Director, Sales & Business Development at Prosur.

Claessens said manufacturers were asking ingredients to perform several roles within the same formulation, including “to deliver taste, nutrition, functionality, sustainability and cleaner labels.”

Prosur describes its development philosophy as “protecting food with food.” Its Get it Natural portfolio comprises ingredient systems that the company says can help manufacturers reduce or remove selected additives, sugar, artificial sweeteners and salt, while improving taste.

Among the ingredients being highlighted are carob-based sweetener systems, which provide dietary fiber and naturally occurring polyphenols. These illustrate the company’s approach to sweetening: offering ingredients that contribute nutritional components as well as supporting sugar reduction.

The announcement does not provide inclusion rates, sugar-reduction percentages or nutritional specifications for the individual demonstration products. It also does not detail the formulations behind the meat snacks, condiments or bakery concepts.

The regulatory context differs between product categories. Under EU rules adopted in 2023, lower limits for nitrites and nitrates began applying to various meat products and certain processed fish products on October 9, 2025. Lower nitrate limits for several cheese categories followed on October 9, 2026. These were changes to permitted uses and levels, rather than a general prohibition on the additives.

Sugar reduction is also receiving government attention. Germany’s cabinet approved proposals for a tax on sugar-sweetened beverages on October 14, with the measure intended to take effect from July 2027. The government said its objectives included reducing sugar consumption and associated healthcare costs, particularly through protecting children and young people.

For Prosur, the Frankfurt presentation continues an expansion from its established meat and poultry business into additional food and drink categories.

The Murcia-based company, founded in 1965, announced that expansion in September 2025. It said its development work included upcycled ingredients, fermentation technologies, sweetener systems and functional fibers for applications spanning beverages, bakery, chocolate, savory foods and meat.

Its sugar and cocoa alternatives were first presented at Fi Europe in 2024. The company subsequently established a Sweet & Beverage Division in May 2025, appointing Vanessa Delmer as General Manager to support its development in beverages, sweet products and confectionery.

That history gives the forthcoming exhibition a practical focus: demonstrating how a portfolio developed across different applications can be used in recognizable finished-product concepts.

The GIN Drinks & Food presentation will encompass both sweet and savory products, allowing Prosur to show different uses for its ingredients within a single showcase. The company has described GIN as a demonstration brand, so the announcement concerns ingredient applications rather than a planned consumer product launch.

Its emphasis on carob-based sweetening also connects the beverage and bakery demonstrations with its nutritional proposition. Prosur says these systems can supply fiber and naturally occurring polyphenols alongside their sweetening role, although it has not published quantities for the products due to be presented.

Claessens said the exhibition would demonstrate how the Get it Natural toolbox could address manufacturers’ requirements through the company’s food-based approach. Visitors will be shown applications ranging from meat snacks and prepared dishes to mayonnaise, baked products and drinks.

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