CCPA fines Pladis India Rs 1 lakh over McVitie’s Wholewheat claim

MUMBAI: McVitie’s has found itself in a bit of a flour fight. The Central Consumer Protection Authority (CCPA) has imposed a Rs 1 lakh penalty on Pladis India Private Limited, formerly United Biscuits Private Limited, over the use of the term “Wholewheat” on its McVitie’s Marie biscuits.

In an order dated August 28, 2026, the consumer regulator said the prominent claim could mislead buyers about the product’s composition. Its examination found that whole wheat flour accounts for 19.5 per cent of the biscuits, while refined wheat flour, or maida, makes up 52 per cent.

The CCPA said placing “Wholewheat” prominently on the packaging could create the impression that whole wheat was the principal ingredient, potentially influencing consumers’ understanding of what they were buying.

The proceedings began after the authority took suo motu cognisance of concerns around food products marketed using terms such as “healthy”, “natural” and “organic”. It subsequently examined the packaging and ingredient declaration of McVitie’s Wholewheat Marie biscuits.

Pladis India argued that “McVitie’s Wholewheat Marie” was a registered trademark intended to distinguish the product from its regular Marie biscuits. The company also pointed to a disclaimer stating that “Wholewheat” was being used only as a trademark and did not describe the product’s true nature.

The CCPA rejected that defence, holding that trademark protection could not override consumer protection requirements. It also found the disclaimer inadequate because it appeared in a much smaller and less prominent format than the “Wholewheat” branding.

The regulator went a step further by classifying the packaging as “interface interference”, a prohibited dark pattern. According to the CCPA, the combination of the prominent claim and wheat imagery could steer consumers towards a particular perception, while the disclaimer was comparatively difficult to notice.

Pladis India agreed during the proceedings to remove “Wholewheat” from the trademark displayed on the packaging and said it would not order fresh packaging carrying the old branding. The company sought nine months to complete the transition while using its existing packaging material.

The CCPA, however, directed the company to immediately discontinue the allegedly misleading advertisement across print, electronic and social media. It also ordered Pladis India to modify all new packaging to remove the claim, pay the Rs 1 lakh penalty and submit a compliance report within 15 days.

The case highlights how a single word on the front of a food packet can carry considerably more weight than the ingredient list behind it, especially when the wheat in question is only 19.5 per cent.