FSSAI cracks down on ‘100%’ claims: Amway India, Emami, Bonn Biscuits withdraw misleading labels

Food regulator FSSAI has said that Amway India, Emami, Bonn Biscuits and three other food companies have withdrawn “100%” claims from their product labels, packaging and advertisements following regulatory action.

The Food Safety and Standards Authority of India (FSSAI) said it has initiated enforcement measures against food business operators (FBOs) to stop the use of the term “100%” on food labels, packaging and promotional or advertising materials where such claims could mislead consumers.

Also Read: Dabur, Ferns N Petals and four other firms rectify labelling, ad violations after FSSAI notices


Following the intervention, six companies — Bonn Biscuits, Emami, Apis India, Amway India, Juza Foods and Masterchow Foods — have taken corrective action and removed the “100%” claims from their products or advertisements.

Amway India removes ‘100% Pure Coconut Oil’ claim

Amway India Enterprises Pvt Ltd had used 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 the term “100%” from its product packaging and promotional materials.

Amway India also informed the regulator that old stock carrying the claim had been discontinued from sales channels.

Emami, Apis India withdraw ‘100%’ honey claims

Emami Ltd had used a “100%” claim for its Zhandu Honey product. FSSAI said the company complied with its advisory and took corrective action on the claim.

Apis India also removed similar “100%” claims from its honey products.

Bonn Biscuits removes claim from Jeera Bite advertisement

Bonn Biscuits Pvt Ltd had used a “100%” claim in an advertisement for Bonn Cummin Flavor Jeera Bite Biscuits, 76 gm.

The company has since removed the “100%” claim from its website, FSSAI said.

Also Read: Diageo to rework whisky, rum brands after FSSAI red flag

Juza Foods in Kerala has also removed “100%” claims from various baby food products, while Masterchow Foods Pvt Ltd has withdrawn the claim from its Ramen Noodle product.

FSSAI steps up action against misleading food claims

The latest action is part of FSSAI's wider crackdown on misleading food labels, claims and advertisements. In recent months, the regulator has taken action against several food business operators for alleged violations of food safety and labelling rules.

FSSAI has also taken action against energy drink makers and alcoholic beverage manufacturers over regulatory violations.

On Tuesday, the regulator said six companies, including Dabur India and Ferns N Petals, had rectified issues following notices over misleading labels, claims and advertisements.

Earlier on Sunday, FSSAI said six other food companies had taken corrective measures, including withdrawing misleading labels and trademarks, following regulatory notices.

(With inputs from PTI)