Six Food Firms Remove Misleading Labels and Ads
Key Highlights
- FSSAI has acted against food companies using misleading “100%” claims on labels and advertisements.
- Amway India, Emami, Bonn Biscuits and other companies have removed or corrected such claims.
- Bonn Biscuits removed the “100%” claim from advertising for its cumin-flavoured Jeera Bite biscuits.
- Emami took corrective action over a “100%” claim used for Zandu Honey.
- Apis India also removed similar claims from its honey products.
- Amway India voluntarily removed “100%” from packaging and promotional material for a coconut oil product.
- Amway also informed the regulator that old stock carrying the claim had been discontinued from sales channels.
- Juza Foods removed “100%” claims from several baby food products.
- Masterchow Foods removed the claim from its Ramen Noodle product.
- The action forms part of a wider FSSAI crackdown on misleading labels, claims and advertisements.
New Delhi, August 19: The Food Safety and Standards Authority of India has intensified action against misleading “100%” claims used on food labels, packaging and advertisements, with several companies withdrawing or correcting such claims following regulatory intervention.
FSSAI said Amway India, Emami, Bonn Biscuits and three other food business operators had taken corrective action after being flagged for the use of “100%” claims in product promotion and labelling.
The regulator said it has initiated enforcement action against food business operators to discontinue use of the term “100%” where such claims could mislead consumers.
Bonn Biscuits removes claim
Bonn Biscuits Pvt Ltd was among the companies identified by the regulator.
FSSAI said the company had used a “100%” claim in advertising for Bonn Cummin Flavor Jeera Bite Biscuits.
Following the intervention, the company removed the claim from its website.
The action forms part of the regulator’s effort to ensure that marketing language does not create an exaggerated or misleading impression about food products.
Emami and Apis act on honey claims
Emami Ltd also came under scrutiny over a “100%” claim associated with Zandu Honey.
According to FSSAI, the company complied with the regulator’s advisory and took corrective action regarding the claim.
Apis India similarly removed comparable claims from its honey products.
The action comes amid broader regulatory attention on how purity and quality claims are presented to consumers in packaged food categories.
Amway withdraws coconut oil claim
Amway India Enterprises Pvt Ltd was using the claim “100% Pure Coconut Oil” on one of its products.
Following regulatory intervention, the company submitted a compliance response confirming voluntary removal of the term “100%” from product packaging and promotional materials.
Amway also informed FSSAI that old stock carrying the claim had been discontinued from sales channels.
Baby food and noodle products also affected
Juza Foods, based in Kerala, removed “100%” claims from several baby food products after the regulator’s intervention.
Masterchow Foods Pvt Ltd also removed a similar claim from its Ramen Noodle product.
The regulator said five food business operators had taken corrective action and withdrawn such claims from products and advertising following its recent interventions.
Wider crackdown on misleading claims
FSSAI has stepped up action against food companies over misleading labels, claims and promotional material in recent months.
The regulator has also taken action against energy drink manufacturers and alcoholic beverage companies for alleged violations.
Earlier, FSSAI said six companies, including Dabur India and Ferns N Petals, had rectified issues following notices issued over misleading labels, claims and advertisements.
It had also previously stated that another six food companies had taken corrective steps, including withdrawal of misleading labels and trademarks.
Consumer protection focus
The latest action underscores FSSAI’s effort to ensure that product descriptions and advertising claims are accurate and do not create unrealistic impressions about purity, composition or quality.
For food companies, the enforcement signals tighter scrutiny of absolute marketing claims such as “100%,” particularly when such wording could influence consumer purchasing decisions.
The regulator’s continuing enforcement drive is expected to encourage food businesses to review packaging, digital promotions and advertising material for compliance with India’s food labelling and advertising rules.
