FSSAI Action: 5 Food Companies Withdraw Misleading ‘100%’ Claims

The Food Safety and Standards Authority of India (FSSAI) on Wednesday said that five food business operators (FBOs) have taken corrective action and withdrawn misleading “100 per cent” claims from their products, packaging, websites and promotional materials following regulatory intervention. FSSAI said it has initiated action to ensure that the term “100 per cent” is not used on food product labels, packaging, websites, promotional or advertising materials in a manner that could mislead consumers. The regulator said its interventions have prompted FBOs to remove or withdraw such claims, reinforcing compliance with food safety and advertising requirements.

Among the cases, Bonn Biscuits Private Limited was found using a “100 per cent” claim in an advertisement for Bonn Cummin Flavor Jeera Bite Biscuits, 76 gm. Following FSSAI’s intervention, the claim was removed from the company’s website. In the case of Zhandu Honey, the “100 per cent Honey” claim was observed in connection with Apis India Limited and Emami Limited. The FBOs subsequently complied with the FSSAI advisory and took corrective action with respect to the claim. FSSAI also said Amway India Enterprises Private Limited was using “100 per cent Pure Coconut Oil” in the product name of Amway Persona 100 per cent Pure Coconut Oil.

Following regulatory intervention, the company submitted a compliance response confirming voluntary removal of the term “100 per cent” from product packaging and promotional materials. The company also confirmed that old stock had been discontinued from sales channels, while revised packaging without the claim has been finalised. Production of the revised packaging is underway, with a progressive rollout planned from September-October 2026, along with updated website listings.

In another case, Juza Foods in Kerala was found using claims including “100 per cent Ragi”, “100 per cent Vegan”, “100 per cent Kerala Banana Powder”, “100 per cent Sweet Potato Powder” and “100 per cent Clean Ingredients” on various baby food products for children aged six months and above. The FBO also used a “100 per cent Vegan” claim without the required vegan endorsement under its licence.

The company acknowledged the violations and agreed to remove the misleading claims. Its selling website was shut down pending rectification, while it also applied for modification of its licence and inclusion of e-commerce as a kind of business. FSSAI further said MasterChow Foods Private Limited was found using a misleading “100 per cent Natural” claim for its ramen noodle product. The regulator said the use of “100 per cent” was inconsistent with its advisory, while the use of “Natural” on a composite food was also not in accordance with the Food Safety and Standards (Advertising and Claims) Regulations, 2018. Following regulatory intervention, the FBO removed the “100 per cent” claim from the product.

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