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NEW DELHI: The Food Safety and Standards Authority of India (FSSAI) has stepped up action against food companies using “100%” claims on product labels and in advertisements, saying several firms have now removed such claims following regulatory intervention.The food regulator said on Wednesday that six food business operators had taken corrective steps after being asked to discontinue the use of “100%” on labels, packaging, promotional material and advertisements.Among the companies that changed their labelling were Amway India, Emami, Bonn Biscuits, Apis India, Juza Foods and Masterchow Foods.FSSAI said 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 was also asked to address its use of a 100 per cent claim for Zhandu Honey. According to FSSAI, the company complied with its advisory and took corrective action.Apis India has removed similar claims from its honey products, the regulator said.Amway India Enterprises had been using the claim “100% Pure Coconut Oil” for one of its products. Following FSSAI’s intervention, the company submitted a compliance response confirming that it had voluntarily removed “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.Kerala-based Juza Foods has removed 100 per cent claims from several of its baby food products, while Masterchow Foods has taken down a similar claim from its Ramen Noodle product.
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The action is part of a wider FSSAI drive against what it considers misleading claims in food labelling and advertising. The regulator has been asking food business operators to stop using the term “100%” where it could create a misleading impression about a product.FSSAI has also taken enforcement action against several other food businesses in recent months, including companies in the energy drink and alcoholic beverage sectors.The regulator said on Tuesday that six companies, including Dabur India and Ferns N Petals, had corrected issues identified in notices concerning misleading labels, claims and advertisements.Earlier on Sunday, FSSAI said another six food companies had taken corrective measures, including withdrawing misleading labels and trademarks, after receiving notices for alleged violations of food safety laws.
