The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of food branding, issuing notices to several food business operators over claims and trade names that could mislead consumers. This action targets products marketed as healthy, organic, or zero maida, reflecting growing regulatory attention to health and ingredient-based marketing.
Products Flagged for Misleading Claims
Among the flagged items are The Health Factory's Zero Maida Whole Wheat Bread and Zero Maida Pizza Base. FSSAI stated that these trade names and associated claims are likely to mislead consumers and contravene applicable regulations.
The regulator also objected to health-focused branding on products such as Troovy's Healthy Mix Veggie Chips, Healthy Ragi Chips, and Healthy Moong Dal Chips, as well as brands including Healthy Choice Healthy Food for Healthy Life Poha, Emami's Healthy & Tasty, Health Aid, and Healthy Master. These trade names may create a misleading impression about the products' health attributes.
Organic and Vegan Claims Under Scrutiny
FSSAI issued a notice to Neuherbs True Vitamin, noting that the term True Vitamin is not defined or recognized under regulations and may mislead consumers. The regulator also flagged PLAN B Plant Based Vegan for implying vegan status without prior approval for vegan food endorsement in its license.
Brands like Organic Wisdom, Shine Organic, Two Brothers Organic Farms, and World of Organic were flagged for lacking certifications and endorsements required to substantiate organic claims.
Ingredient-Related Concerns
The regulator raised concerns over Storia Juice Pomegranate, which contains only 4% pomegranate juice concentrate but is branded as pomegranate juice. Similarly, Iota Water's claims about added minerals were objected to, as regulations prohibit claiming added nutrients when they merely compensate for losses during processing.
FSSAI has directed food business operators to strictly comply with labelling and display regulations to prevent consumer deception.
