FSSAI cracks down on health claims, issues notices to 8 brands

MUMBAI: It turns out that in the battle for the “healthy” tag, the regulator is now reading the fine print as closely as consumers read calorie counts. The Food Safety and Standards Authority of India (FSSAI) has issued notices to eight food companies, stepping up scrutiny of brand names, labels and marketing claims that it believes could create an exaggerated impression of a product’s health benefits.

The action targets a growing trend in the packaged foods sector, where terms such as “healthy”, “plant-based” and “zero” have become powerful selling tools amid rising consumer demand for wellness-focused products.

Among the companies receiving notices are Emami Healthy & Tasty, Health Aid, Troovy, The Healthy Factory, Healthy Master, Healthy Choice, Plan B and Neuherbs.

One of the most prominent names on the list is Emami’s edible oil brand Healthy & Tasty. FSSAI has questioned whether the brand name itself could mislead consumers by implying health advantages that may not be supported under existing regulations.

The regulator also flagged Plan B for labelling products as “plant-based vegan”, stating that such claims require prior approval under its licensing framework.

Meanwhile, The Healthy Factory came under scrutiny for products such as Zero Maida Whole Wheat Bread and zero maida pizza base. According to FSSAI, the presence of ingredients such as wheat gluten could make the “zero maida” positioning potentially misleading.

Neuherbs was questioned over its True Vitamin range, with the regulator noting that the term is not formally recognised under food regulations and may create confusion about the product’s attributes.

Snack brand Troovy was also pulled up for promoting products including veggie chips, ragi chips and moong dal chips using “healthy” descriptors despite formulations that, according to the regulator, may not fully justify such claims.

FSSAI further raised concerns over the branding and taglines used by Healthy Master, Healthy Choice and Health Aid, arguing that they could give consumers an inflated perception of health benefits.

The latest action signals a tougher stance on food marketing as India’s packaged foods market becomes increasingly crowded with products positioned around wellness, nutrition and clean-label credentials. For brands, the message is clear, in an era where “healthy” sells, every claim may now have to work harder to pass the regulator’s taste test.