Bournvita maker pulls health claims as FSSAI cracks down on misleading food ads
Mondelez India Foods, the manufacturer of Bournvita and Cadbury products, has withdrawn health and nutrient-comparison claims flagged by the Food Safety and Standards Authority of India (FSSAI). The company has also removed related advertisements from e-commerce platforms, in line with the regulator’s growing action against misleading food claims.
The move is part of a wider drive in which FSSAI has issued more than 150 notices to food companies over misleading advertisements, false claims and labelling violations. Nestlé India, PepsiCo, Coca-Cola India, Abbott India, Red Bull India, Danone India, Monster Energy India, Ferrero India and Kenvue are among the companies named by the regulator.
Bournvita had come under scrutiny in 2023 over its sugar content and nutritional claims, particularly its marketing to children. The latest corrective action also follows an FSSAI advisory issued in May 2025, which asked food businesses to discontinue the use of “100%” on labels, packaging and promotional material, stating that the term could imply absolute purity or superiority.
In addition to Mondelez, other companies have taken corrective steps. Amway India has removed the “100%” claim from its “100% Pure Coconut Oil” packaging and promotional material, and has dropped the “Energy Drink” descriptor from its caffeinated XS range. Kerala-based Juza Foods has agreed to withdraw claims such as “boost immunity” and “support stronger bones,” as well as comparative calcium claims, from its baby-food products.
FSSAI has also widened its enforcement to e-commerce platforms and food-service establishments. The regulator has issued 12 notices to e-commerce companies and more than 30 to food-service establishments, including major restaurant chains.
The regulator’s latest action underscores its focus on ensuring that food claims are substantiated and do not mislead consumers. However, the challenge will be to ensure sustained compliance after companies withdraw or modify the claims, especially as consumer awareness and regulatory vigilance continue to evolve.
