FSSAI cracks down on misleading food claims, issues notices to multiple brands

NEW DELHI: A number of food brands are finding themselves in hot water after India’s food regulator tightened its scrutiny of marketing claims that could leave consumers with the wrong taste in their mouths.

The Food Safety and Standards Authority of India has issued notices to several food business operators (FBOs) for allegedly violating provisions of the Food Safety and Standards Act, 2006, over what it described as misleading brand names, trade names and product claims.

The action forms part of the regulator’s ongoing efforts to ensure that food labels and branding accurately reflect the nature and composition of products being sold to consumers.

Among the brands receiving notices were Healthy Master and Vision to Serve Healthy. According to the regulator, the use of the word “healthy” in the brand names may create a misleading impression about the nature of the products and could influence consumer perception beyond what is permitted under food regulations.

The regulator also flagged Neuherbs True Vitamin, stating that the trade name “True Vitamin” is neither defined nor recognised under applicable regulations and may therefore mislead consumers regarding the product’s characteristics.

Another notice was issued to PLAN B Plant Based Vegan. FSSAI said the trade name could lead consumers to believe the products are certified vegan, despite the products not having prior approval or vegan food endorsement reflected in the company’s FSSAI licence.

Bread and bakery products also came under scrutiny. The regulator raised concerns over The Health Factory’s “Zero Maida” Whole Wheat Bread and “Zero Maida Pizza Base”, stating that the claims appear misleading because the products contain ingredients such as Chakki Fresh Atta and wheat gluten. FSSAI said the branding may not conform to applicable regulations governing food claims.

Snack products marketed by Troovy, including The Healthy Mix Veggie Chips, The Healthy Ragi Chips and The Healthy Moong Dal Chips, were similarly questioned for using “healthy” claims despite containing additional ingredients that could make such positioning potentially misleading.

The regulator also issued notices to Healthy Choice Healthy Food for Healthy Life Poha, Emami Healthy & Tasty and Health Aid, arguing that the use of terms such as “healthy” and “health” in branding could be interpreted as unauthorised health claims.

A separate set of notices focused on organic labelling. Brands including Organic Wisdom, Shine Organic, Two Brothers Organic Farms and World of Organic were flagged for trade names that may create the impression that products are certified organic.

According to FSSAI, these products allegedly lacked the required National Programme for Organic Production (NPOP) or Participatory Guarantee System (PGS) certification, the Jaivik Bharat logo and the necessary organic endorsements required under regulations.

The regulator also raised concerns over a product marketed as Storia Juice Pomegranate, stating that the branding could lead consumers to believe the drink consists entirely of pomegranate juice despite containing only 4 per cent pomegranate juice concentrate.

Packaged drinking water brand Iota Water was also served a notice over its “feel the difference” positioning and claims related to mineral addition. FSSAI noted that existing regulations prohibit products from claiming “added nutrients” when nutrients have merely been restored to compensate for losses during processing.

The notices do not amount to final findings of wrongdoing, but they require companies to explain or justify the claims and branding practices highlighted by the regulator.

The latest action signals a tougher stance by Food Safety and Standards Authority of India on food marketing practices, as it seeks to ensure consumers are not influenced by labels or brand names that could create an inaccurate impression about a product’s health benefits, ingredients or certification status. As competition intensifies in India’s food and beverage market, regulators appear increasingly determined to ensure that what’s promised on the pack matches what’s inside it.