Six food brands drop '100%' claims after FSSAI regulatory advisory

The Food Safety and Standards Authority of India (FSSAI) has confirmed that six food business operators have removed '100%' claims from their product labels and advertisements following regulatory intervention. The companies include Amway India, Emami, Bonn Biscuits, Apis India, Juza Foods, and Masterchow Foods.

The regulator issued advisories to these firms after determining that the use of '100%' could create a misleading impression about the nature or quality of their products. FSSAI has been examining such claims across the food industry to ensure compliance with the Food Safety and Standards Act, which prohibits false or misleading advertisements and labelling.

According to FSSAI, 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. Emami, which used the claim for Zhandu Honey, also complied with the advisory and took corrective action. Apis India removed similar claims from its honey products.

Amway India Enterprises had been using the claim '100% Pure Coconut Oil' for one of its products. Following FSSAI's notice, the company submitted a compliance response saying it had voluntarily removed the '100%' label from its packaging and promotional material. It also stated that older stock carrying the claim had been discontinued from sales channels.

Kerala-based Juza Foods removed '100%' claims from several of its baby food products, while Masterchow Foods took down a similar claim from its Ramen Noodle product. These corrective steps were highlighted by FSSAI in a statement on Wednesday.

The action is part of a broader FSSAI drive against misleading claims in food labelling and advertising. In recent months, the regulator has also issued notices to other companies, including Dabur India and Ferns N Petals, over alleged violations related to misleading labels and advertisements. Earlier this week, FSSAI said six other food companies had taken corrective measures, including withdrawing misleading labels and trademarks.

Consumer protection experts say the regulator's move is significant because '100%' claims can influence consumer choices, and unsubstantiated use can constitute unfair trade practice. FSSAI has consistently urged food businesses to ensure that any claim made on a label or in advertising is accurate, truthful, and supported by evidence. The latest compliance by these companies reflects the regulator's growing oversight of the food sector and its commitment to safeguarding public health and consumer rights.