FSSAI forces six food brands to remove misleading “100%” claims

The Food Safety and Standards Authority of India (FSSAI) has taken action against several food businesses for using misleading “100%” claims on product labels, packaging, and advertisements. The regulator noted that terms such as “100% pure” or “100% natural” are not defined under the Food Safety and Standards Act and can potentially mislead consumers regarding product composition.

Six companies have already taken corrective measures following FSSAI notices: Amway India, Emami, Bonn Biscuits, Apis India, Juza Foods, and Masterchow Foods. Amway India is removing “100% Pure Coconut Oil” claims from its Persona coconut oil packaging and has discontinued older stock. Emami and Apis India have revised claims on their respective honey products, while Bonn Biscuits removed such claims from biscuit advertisements. Juza Foods and Masterchow Foods also submitted corrective responses regarding baby food and ramen noodle products.

This enforcement drive follows an advisory issued by the FSSAI in May 2025, which urged businesses to discontinue absolute expressions that cannot be clearly established under existing food regulations.