FSSAI cracks down on food brands over claims, labels and hygiene

MUMBAI: It seems India’s food regulator has decided to read the fine print so consumers do not have to. The Food Safety and Standards Authority of India (FSSAI) has issued notices to several food and beverage companies over alleged violations related to advertising claims, product labelling, ingredient disclosures and food safety practices, signalling a fresh crackdown on what it views as misleading marketing in the packaged food sector.

The action spans a wide range of categories from fruit drinks and cooking oils to protein supplements, noodles and dairy products and highlights the regulator’s growing scrutiny of health, wellness and “natural” claims increasingly used to attract consumers.

Among the brands under the scanner is Pluckk, whose mango fruit juice carries a “No Added Sugar” claim despite listing mango pulp (51 per cent) and sugar cane juice (49 per cent) among its ingredients. FSSAI said the claim could potentially mislead consumers about the product’s sugar content.

Raw Pressery also received a notice over its Alphonso Mango Fruit Drink. According to the regulator, the product declares “Contains Naturally Occurring Sugars” despite containing added fructose, while the product category itself was not clearly specified on the label.

Ferrero India’s Kinder Joy Coated Wafer Biscuits with Cocoa Spreads was flagged for promoting itself as “Rich in Milk Solids”. FSSAI noted that the ingredient composition does not support the impression that milk solids form a significant portion of the product.

The regulator’s spotlight also fell heavily on the booming health and nutrition segment.

ATOM PWR Whey XL was questioned over claims including “Pure & Healthy”, “100 per cent Authentic”, “Easy Digest”, “Lean Muscle Gains & Strength” and “Rapid Recovery”. FSSAI said such claims require scientific substantiation under existing regulations.

Similarly, Incipro Gold Powder Vanilla was pulled up for claims such as “100 per cent Hydrolysed Whey Protein”, “Improved Tolerance in Individuals with Impaired GI Function”, “Neuro Nutrients” and “Probiotic Content”, which the regulator believes may mislead consumers without adequate evidence.

A Korean Ginseng-based product was also flagged for carrying the claim “Support Energy and Performance”, while FSSAI additionally identified concerns around ingredient quantity declarations.

The crackdown extended beyond health claims to the growing use of buzzwords such as “natural” and “organic”.

MasterChow Foods’ Ramen Noodles came under scrutiny for advertising claims including “100 per cent Natural” and “Freshly Made”. The regulator also questioned references to “organic flour” in promotional communication when the ingredient list reportedly mentions premium-quality white flour.

In another case, FSSAI objected to the use of the term “Natural Paneer” on a paneer product, arguing that the food does not qualify for the designation under existing regulations governing natural foods.

Gaur Healthy Food’s Silken Tofu was flagged for using the term “100% Veg”, despite advisories discouraging such claims, and for making unsubstantiated nutritional and disease-related claims, including references to anti-cancer properties.

Several products were also questioned for making therapeutic and disease-reduction claims.

Mountain Bawarchi Buransh Squash allegedly promoted benefits linked to diabetes management, cholesterol reduction, heart health, asthma relief and skin nourishment. FSSAI said such claims require prior regulatory approval and currently violate advertising norms.

Likewise, Nexa Industries’ Alkaline Nutrient Water attracted scrutiny for claims relating to bone health, detoxification, weight loss, energy enhancement, skin health and cardiovascular benefits.

Among the largest companies to receive a notice was Marico. FSSAI questioned branding and claims associated with Saffola Total Heart Pro Multi Source Cooking Oil, including the use of heart imagery and terms such as “Heart Pro”, which the regulator said could create the impression of direct heart-health benefits.

The authority also sought scientific evidence supporting claims including “Good Fats Balance” and “Losorb for less oil absorption”.

Responding to the notice, Marico said Saffola Total remains compliant with applicable food regulations and that all product claims are scientifically substantiated. The company added that it is preparing a detailed response supported by evidence and reiterated that Saffola products have followed food safety and labelling norms for decades.

The regulator’s enforcement drive was not limited to packaging and advertising.

FSSAI issued a notice to Bikanervala following a social media complaint alleging that an employee was seen consuming food inside a service or kitchen area during operational hours. The company has been directed to investigate the incident, submit an action-taken report and provide details of hygiene and sanitation protocols.

In a separate case, Param Dairy Limited received a notice after social media users alleged fungal contamination in dahi and rabri supplied through IRCTC catering services. The regulator has sought details relating to inventory management, supply chains, corrective measures and preventive controls.

The broad sweep of notices reflects a larger regulatory shift. As consumers increasingly gravitate towards products marketed as healthy, natural, organic or functional, regulators are demanding stronger evidence behind those claims.

For food brands, the message is becoming difficult to ignore, catchy labels may help products stand out on shelves, but they must also stand up to scrutiny.

FSSAI said all businesses concerned have been directed to take corrective measures and ensure strict compliance with food safety, advertising and labelling regulations.