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FBOs remove unverified labels from products & packaging
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Saturday, 22 August, 2026, 08 : 00 AM [IST]
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Ashwani Maindola, New Delhi
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Action taken by the Food Safety and Standards Authority of India (FSSAI) against misleading ‘100%’ marketing claims has prompted multiple Food Business Operators (FBOs) to remove unverified labels from their products, packaging, and advertising materials.
Following regulatory intervention, five major food manufacturers were instructed to initiate corrective actions and remove unauthorised claims, such as ‘100% Natural’, ‘100% Pure’, and ‘100% Vegan’, to align with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
“FSSAI has taken action to ensure that the term ‘100%’ is not used on the food product labels, packaging, websites, promotional or advertising material in a manner that could mislead consumers,” reads the FSSAI statement.
Among the FBOs that corrected their labels was Kerala-based Juza Foods, which was found selling various baby food products for children aged six months and above carrying unverified claims like ‘100% Ragi’ and ‘100% Vegan’. MasterChow Foods Pvt. Ltd. also faced action as its Ramen Noodle product carried a ‘100% Natural’ label.
FSSAI noted that using ‘100%’ was inconsistent with regulatory advisories and that tagging a composite food item as ‘Natural’ violated labelling rules. The brand has since removed the ‘100%’ claim.
The other FBOs involved were Bonn Biscuits Private Limited, which advertised its Bonn Cumin Flavour Jeera Bite Biscuits with a ‘100%’ claim, and Apis India Ltd. & Emami Ltd., which used ‘100% Honey’ claims for Honey. Both brands have complied with FSSAI advisories to correct their marketing text.
Further, Amway India Enterprises Pvt. Ltd., which promoted its Amway Persona 100% Pure Coconut Oil using ‘100% Pure’ in the product name, confirmed the voluntary removal of ‘100%’ from its packaging and marketing channels.
FSSAI emphasised that these interventions have led FBOs to withdraw or remove such claims, reinforcing transparency and compliance with food safety and advertising requirements.
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