A New Era of Label Transparency
The Food Safety and Standards Authority of India (FSSAI) has mandated a significant change in labelling for coffee products containing chicory. Effective from July 1, 2026, manufacturers must clearly declare the exact percentage of both coffee and chicory on the front
of the package. This new rule, part of the Food Safety and Standards (Labelling and Display) First Amendment Regulations, 2025, requires the declaration to be prominent, often within a rectangular box, with a font size comparable to the brand's logo. This marks a major shift from the previous practice where this information was often relegated to the fine print on the back of the pack, if it was clearly stated at all. The mandate applies to all coffee-chicory mixtures, including instant and filter coffee powders.
The Push for Purity and Clarity
The regulatory change is a direct response to growing concerns about transparency and misleading branding. For years, FSSAI noted that some brands were marketing coffee-chicory blends in a way that could create an “erroneous impression” for consumers, sometimes even using the term “pure” on blended products. The primary goal of the new front-of-pack test is to empower consumers to make informed choices. By ensuring buyers can easily distinguish between 100% coffee and blended varieties, the regulator aims to protect consumer interests without banning chicory, which remains a popular ingredient. This move was finalised after a period of public consultation following the draft notification in early 2025, indicating a protracted discussion between the Coffee Board, industry stakeholders, and the regulator.
The Role of Chicory in Indian Coffee
Chicory, a roasted plant root, is not a new or controversial ingredient in itself; it's a deeply ingrained part of India's coffee culture, particularly in the South. Historically, it was added as an extender when coffee beans were scarce or expensive, making the beverage more affordable for the masses. Over time, many consumers grew to love the distinct flavour profile it creates. Chicory adds a caramel-like sweetness, a slightly bitter edge, and a fuller body, which pairs well with milk and is characteristic of traditional filter coffee. From an economic standpoint, chicory remains significantly cheaper than coffee beans, so its use helps manage costs. Existing regulations already mandate that any product labelled a 'coffee-chicory mixture' must contain at least 51% coffee, but the new rule makes the exact ratio impossible to miss.
What This Means for Brands and Consumers
For major coffee players like Nestlé and Hindustan Unilever, this directive means a complete overhaul of packaging. They have been given a transition period to comply, after which non-compliant products could face penalties. The change forces brands to be upfront about their formulations, which could influence both marketing strategies and product development. Some may choose to launch new '100% coffee' variants or adjust their blend ratios in response to consumer preferences, which will now be based on clearer information. For the Indian consumer, the supermarket shelf will become a more level playing field. Shoppers will be able to compare the chicory content between a brand like Bru and a local favourite at a glance, assessing value and taste based on explicit data. This transparency allows those who prefer the thick, robust taste of a high-chicory blend to choose it confidently, while coffee purists can easily identify and select unblended products.
