The Regulatory Wake-Up Call
The Food Safety and Standards Authority of India (FSSAI) has recently intensified its scrutiny of how food companies label and market their products. The regulator is sending notices to brands for using potentially misleading terms like “natural,” “healthy,”
and, notably, “high-protein” without sufficient scientific backing. This crackdown isn't about punishing brands as much as it is about protecting consumers. The front of a package is prime marketing real estate, designed to grab your attention with bold promises. The lesson from FSSAI's move is clear: it's time to flip the pack over and get familiar with the nutrition facts panel.
Decoding the 'High-Protein' Claim
The term 'high-protein' has become a powerful marketing tool, especially as more Indians become health-conscious. But it's not just a buzzword; it's a legally defined claim. According to FSSAI regulations, for a solid food to be labelled 'high in protein', it must contain at least 12 grams of protein per 100 grams. For liquids, the threshold is 6 grams of protein per 100 ml. A product can be called a 'source of protein' if it meets half of those requirements (6g for solids, 3g for liquids). While these numbers provide a baseline, they don't tell the whole story. The quality of the protein, its source, and the product's overall nutritional profile are just as important.
It’s Not Just About the Grams
A product might legally qualify as 'high-protein', but that doesn't automatically make it the best choice. The source of the protein matters immensely. Protein from sources like whey, milk, eggs, or soy is considered 'complete' as it contains all essential amino acids. Protein from many plant sources like wheat and legumes can be 'incomplete'. Often, a 'high-protein' biscuit's protein comes from wheat flour, which is less bioavailable than protein from a glass of milk or an egg. Furthermore, check the other numbers. A protein bar loaded with 20 grams of protein might also come with 15 grams of sugar, sometimes hidden under names like glucose syrup or maltodextrin. A smart shopper looks at the protein number in the context of calories, sugar, and fat.
The 'Fresh' Food Fallacy
Alongside protein claims, FSSAI is also scrutinizing the use of ambiguous terms like 'fresh'. The FSSAI (Advertising and Claims) Regulations, 2018, state that terms like 'fresh' or 'natural' can only be used under specific conditions and should not be used to mislead consumers. For a packaged product that has been processed, heated, or preserved, the word 'fresh' can be deceptive. A more reliable indicator of freshness is the manufacturing and expiry date. Always check the date markings and the ingredients list. A short, understandable ingredient list is often a sign of a less processed food.
How to Be a Label-Smart Shopper
Becoming a savvy consumer doesn't require a degree in nutrition, just a few key habits. First, always read the ingredients list. They are listed in descending order by weight, so the first three ingredients make up the bulk of the product. If sugar, refined flour (maida), or palm oil are at the top, reconsider your choice. Second, look at the 'per 100g' column in the nutrition table, not just 'per serving'. This allows for an apples-to-apples comparison between different products, as brands can manipulate serving sizes to make numbers look better. Finally, check the FSSAI license number. This 14-digit number confirms the product is registered with the regulator, which is a basic check for authenticity.
