THEBUSINESSBYTES BUREAU
NEW DELHI, AUGUST 19, 2026
India’s food regulator is turning up the heat on exaggerated
product claims, sending a clear message to the food and consumer goods industry
that marketing language cannot come at the cost of consumer clarity. The Food Safety and Standards Authority of
India (FSSAI) on Wednesday said six food business operators, including
well-known names such as Amway India,
Emami and Bonn Biscuits, have withdrawn the use of “100%” claims from product
labels, packaging and advertisements following regulatory intervention.
The latest action underscores FSSAI’s increasingly assertive
approach towards claims that could potentially mislead consumers about the
nature, quality or composition of food products. The regulator said it has
initiated enforcement action against food business operators to discontinue the
use of the term “100%” across labels, packaging, promotional material and
advertising, with several companies now taking corrective measures.
Among the companies to comply is Bonn Biscuits Pvt Ltd, which had used a “100%” claim in an
advertisement for its Bonn Cummin Flavor Jeera Bite Biscuits, 76 gm. Following
FSSAI’s intervention, the company removed the claim from its website.
Emami Ltd, meanwhile, had used a “100%” claim for its Zhandu Honey
product. According to FSSAI, the company has complied with the regulator’s
advisory and taken corrective action to withdraw the claim.
Honey products sold by Apis
India have also undergone corrective action, with the company removing
similar “100%” claims.
For Amway India
Enterprises Pvt Ltd, the issue concerned the use of the claim “100% Pure
Coconut Oil” on one of its products. Following regulatory intervention, Amway
submitted a compliance response confirming the voluntary removal of the term
“100%” from its product packaging and promotional materials. The company also
informed the regulator that old stock carrying the claim had been discontinued
from sales channels.
The regulatory action has also prompted Juza Foods, Kerala, to remove “100%” claims from various baby food
products, while Masterchow Foods Pvt Ltd
has withdrawn the claim from its Ramen Noodle product.
The developments come amid a broader enforcement drive by
FSSAI against misleading labels, claims and advertisements in the food sector.
Over the past few months, the regulator has intensified scrutiny of food
business operators and has also taken action against energy drink makers and
alcoholic beverage manufacturers over regulatory violations.
FSSAI said on Tuesday that six companies, including Dabur India and Ferns N Petals, had rectified shortcomings following notices issued over misleading labels, claims and advertisements. Earlier on Sunday, the regulator 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.
The latest wave of compliance actions signals a tougher regulatory environment for food and beverage companies, where sweeping promotional terms such as “100%” are increasingly coming under the microscope.
