The Power of the 'Health Halo'
Food brands understand that health-conscious consumers are looking for quick signals. They use attractive packaging and appealing buzzwords to create a “health halo” around a product. This is a marketing strategy known as 'healthwashing', where products
are made to appear healthier than they really are, often to boost sales. Terms like “made with real fruit,” “multigrain,” or “zero cholesterol” can make a product seem like a virtuous choice. However, these claims can be misleading. A “multigrain” biscuit might be made primarily of refined flour (maida), with only a small amount of other grains. Similarly, vegetable oils are naturally cholesterol-free, so claiming it on the label can create a false perception of superiority over other oils. Recent actions by the Food Safety and Standards Authority of India (FSSAI) have highlighted this issue, with notices sent to brands for making misleading claims.
Decoding Common Packaging Claims
Many of the most common health claims are not as straightforward as they appear. The Indian Council of Medical Research (ICMR) has warned that information on packaged foods can be deceptive. 'No Added Sugar': This is a common claim on fruit juices and snacks. Under FSSAI rules, this simply means no table sugar was added during manufacturing. However, the product can still be packed with natural sugars from fruit concentrates, which have a similar impact on the body. 'All-Natural': This term is loosely regulated. It might simply mean the product doesn't contain artificial flavours or colours, but it says nothing about the processing methods or the presence of hidden sugars and fats. 'Low-Fat' or 'Fat-Free': When fat is removed from a product, it often loses flavour. To compensate, manufacturers frequently add extra sugar, refined flour, or salt, making the 'low-fat' version potentially less healthy than the original. 'Organic': To be genuinely organic, a product in India should have a certification mark like the Jaivik Bharat logo. Without it, the claim may not be verified.
Your Verification Toolkit: Reading the Back of the Pack
The only way to cut through the marketing is to ignore the front and become an expert at reading the back of the pack. FSSAI mandates that all pre-packaged foods display key information. Here is what to focus on: The Ingredient List: This is your most powerful tool. Ingredients are listed in descending order by weight. If sugar, or one of its many aliases (like corn syrup, dextrose, fructose, or maltose), is one of the first few ingredients, you are looking at a high-sugar product. A short, simple list of ingredients you recognise is always a better sign. Nutritional Facts Panel: Don't just look at calories. Pay attention to the 'per 100g' column for a fair comparison between products. Look at total sugars, sodium, and saturated fat. As a general rule, a food with more than 15g of sugar or 600mg of sodium per 100g should be consumed with caution. Serving Size: This is a classic trick. A packet of chips or biscuits may seem low in calories per serving, but the manufacturer's idea of a serving might be just a few pieces. Be realistic about how many servings you will actually eat from the package.
The FSSAI's Evolving Role
The regulatory landscape is changing. FSSAI is taking steps to make labels more transparent for consumers. This includes a proposal to make information on total sugar, salt, and saturated fat more prominent with bold letters and larger fonts. There is also a push towards a front-of-pack labelling (FoPL) system, potentially a 'Health Star Rating', to help consumers quickly assess a product's nutritional profile. This would rate foods from least healthy (half a star) to most healthy (five stars), similar to energy ratings on appliances. These changes aim to empower consumers and encourage manufacturers to create healthier products.
