Breaking Down the New Mandate
The Food Safety and Standards Authority of India (FSSAI) has amended its Labelling and Display Regulations, introducing a significant change for coffee drinkers. Effective from the beginning of this month, any package containing a mix of coffee and chicory
must now clearly declare the percentage of each ingredient on the front of the pack. This rule applies to both regular “Coffee Blended with Chicory” and “Instant Coffee-Chicory Mixture” products. The regulation specifies that this information must be prominent, ensuring consumers can see the exact composition at a glance before making a purchase. This move is part of a broader push by the FSSAI to clamp down on misleading claims and enhance transparency in the food industry.
The Chicory Question: An Enduring Tradition
So, why is chicory in coffee in the first place? Chicory is a plant whose roasted root can be ground and used as a coffee substitute or additive. Its use became widespread in India as a way to make coffee more economical, especially in the southern states. Over time, however, the blend became a tradition, with many people developing a taste for the unique flavour profile it creates. Chicory adds a distinctive robust, slightly sweet, and less acidic taste to coffee, resulting in the thicker, darker decoction popular in South Indian filter coffee. While some coffee purists view it as an adulterant, for many, a blend with 10% to 40% chicory is the definition of a perfect cup.
A Win for Consumer Clarity
The previous regulations did not require such upfront and precise disclosure, leaving many consumers in the dark about how much coffee they were actually getting. While blends were required to contain at least 51% coffee, the exact ratio was often buried in the fine print on the back of the package. This ambiguity made it difficult for shoppers to differentiate between a blend that is mostly coffee and one that contains a much higher percentage of chicory. The new FSSAI mandate aims to level the playing field. By bringing these proportions to the front, the regulator empowers consumers to make informed choices based on preference, quality, and price. It ensures that a product labelled as coffee is not mistaken for a blend with a high chicory content.
How This Affects Your Next Coffee Purchase
When you next walk down the coffee aisle, you'll notice these changes directly. Look for a rectangular box on the front of packs of blended coffee. Inside, it will clearly state “Coffee __% and Chicory __%.” This simple change gives you, the consumer, all the power. If you prefer the strong, pure taste of coffee, you can easily find products with a high coffee percentage or those labelled '100% Coffee'. If you enjoy the traditional, smoother taste of a chicory blend, you can now choose the exact ratio you prefer. This transparency also allows you to better judge the value for money, as chicory is significantly cheaper than coffee beans. You'll be able to compare brands not just on price, but on the actual composition of the product.
Impact on Coffee Brands and the Industry
For coffee manufacturers, this regulation means a mandatory overhaul of packaging. Brands like Nestlé and Hindustan Unilever, along with numerous regional players, have had to adapt their labels to comply with the new front-of-pack declaration rules. While this involves logistical and financial costs associated with reprinting, it also presents an opportunity. Brands that pride themselves on high coffee content can now more effectively communicate that quality to consumers. Conversely, those that have built a loyal following based on a specific chicory-blend taste can lean into that identity with confidence. This regulation is expected to foster healthier competition based on transparency and product quality, rather than on packaging that could be potentially misleading.
