Why FSSAI Is Stepping In
For years, shoppers have navigated a confusing landscape of food packaging where terms like 'healthy', 'natural', 'pure', and 'fresh' are used freely to attract health-conscious consumers. The problem is, these words have often lacked clear, enforceable
definitions, allowing them to create a misleading “health halo” around products that may be high in sugar, salt, or fat. In response to growing consumer complaints and social media scrutiny, the Food Safety and Standards Authority of India (FSSAI) has intensified its enforcement of the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator has recently issued notices to numerous companies, questioning claims that are not scientifically substantiated or that create a deceptive impression of a product's true nature. This crackdown isn't just about semantics; it's a significant move to protect public health and ensure consumers can make genuinely informed choices.
The “Natural” Illusion
What does “natural” even mean on a food label? Until recently, not much. However, FSSAI has provided a clear definition: a food can only be called natural if it is a single-ingredient product from a plant or animal source, subjected only to minimal processing like washing or peeling that doesn't alter its basic characteristics. Any food with additives, preservatives, or multiple processed ingredients cannot be labelled 'natural'. This is a crucial distinction. For example, a biscuit made with flour, sugar, and oils cannot be 'natural', even if its ingredients were originally derived from natural sources. Even claims like “100% natural” have come under fire, with FSSAI advising companies to stop using the term “100%” altogether, as it implies an absolute purity that is nearly impossible to verify in processed foods. The lesson here is to be skeptical of the word 'natural' on any multi-ingredient, packaged product.
Decoding “Healthy” and “No Added Sugar”
The word “healthy” is perhaps the most misused claim of all. A product high in sugar can still be low in fat, and a brand might highlight one positive attribute while ignoring the overall nutritional profile. FSSAI is now pushing for stricter norms, including a proposal for a front-of-pack labelling (FOPNL) system that would use star ratings or colour-coded indicators to give an at-a-glance summary of a product's healthiness. The term “no added sugar” is another area of contention. Some brands have used fruit concentrates or date syrup as sweeteners and still made this claim. FSSAI has clarified that these are still forms of sugar. This scrutiny means brands now have to be far more transparent. For consumers, it means looking past the claim and checking the ingredients list for sweeteners like syrups, concentrates, or even honey, which contribute to your daily sugar intake.
How to Be a Smarter Shopper
This regulatory shift is a positive step, but the ultimate power lies with the consumer. Instead of being swayed by attractive words on the front of the package, turn it over. The real story is in the nutritional information panel and the ingredients list. Ingredients are listed in descending order by weight, so if sugar or refined flour is one of the first few items, the product is likely not as healthy as it claims. Pay attention to the serving size; a packet might seem low in calories until you realise it contains multiple servings. Look for certifications like the FSSAI's 'Jaivik Bharat' logo for genuine organic products. The regulator has also launched a digital system for consumers to report misleading labels, empowering you to be the 'eyes and ears' of the authorities.
