Amway, Emami, Bonn Biscuits drop ‘100 per cent’ claims after FSSAI action

NEW DELHI: The word “100 per cent” is facing a reality check on food labels. The Food Safety and Standards Authority of India (FSSAI) has stepped up action against food businesses using the claim on product packaging, labels and advertisements where it could potentially mislead consumers.

Following the regulator’s intervention, six companies, including Amway India, Emami and Bonn Biscuits, have taken corrective action and removed “100 per cent” claims from products or promotional material.

The companies that have complied are Bonn Biscuits, Emami, Apis India, Amway India, Juza Foods and Masterchow Foods.

Amway India Enterprises had used the claim “100% Pure Coconut Oil” for one of its products. Following FSSAI’s intervention, the company confirmed that it had voluntarily removed the term “100%” from its packaging and promotional material.

The company also told the regulator that older stock carrying the claim had been discontinued from sales channels.

Emami had used a “100%” claim for its Zhandu Honey product. FSSAI said the company subsequently complied with its advisory and took corrective action.

Apis India also removed similar “100%” claims from its honey products.

Bonn Biscuits had used a “100%” claim in an advertisement for its Bonn Cummin Flavor Jeera Bite Biscuits, 76 gm.

The company has since removed the claim from its website, according to FSSAI.

Meanwhile, Juza Foods in Kerala removed “100%” claims from various baby food products, while Masterchow Foods withdrew the claim from its Ramen Noodle product.

The latest intervention forms part of FSSAI’s broader action against potentially misleading food labels, claims and advertisements. The regulator has recently issued notices and sought corrective measures from several food businesses over alleged violations of food safety and labelling rules.

Earlier this week, FSSAI said six companies, including Dabur India and Ferns N Petals, had rectified issues after receiving notices over labelling, claims and advertisements.

The regulator has also taken action involving energy drinks and alcoholic beverage manufacturers as it increases scrutiny of how food and beverage products are marketed to consumers.

For companies, the message is increasingly straightforward: when a label says “100 per cent”, the claim needs to stand up to regulatory scrutiny.