The '100% Pure' and '100% Natural' Trap
This is one of the most common and scrutinized claims. FSSAI has repeatedly flagged the use of “100%” because the term lacks a clear regulatory definition and can suggest a level of absolute purity that is nearly impossible to prove for a processed food
item. A product labelled “100% Natural” may have still undergone processing or contain additives. For example, a leading brand was asked to remove the “100%” claim from its coconut oil packaging. The regulator's stance is that such absolute claims can mislead consumers into believing a product is superior without verifiable proof. What to do instead: Ignore the “100%” and read the ingredients list. The fewer the ingredients, and the more recognizable they are, the closer to 'natural' the product is likely to be.
The Vague Promise of 'Healthy'
What does “healthy” even mean? FSSAI has taken action against brands that use the word “healthy” in their names or taglines, arguing that it creates an unverified “health halo” around a product. For instance, a brand of cooking oil named 'Healthy & Tasty' was flagged because the name itself implies a health benefit that might not be substantiated. Similarly, snacks like 'Healthy Ragi Chips' have been questioned when they contain various other ingredients. These terms can trick consumers into thinking a product is nutritionally superior to others. The real measure of healthiness lies in the nutritional facts panel, not the brand name.
Decoding 'Immunity Booster'
Claims related to boosting immunity surged during the pandemic and remain under FSSAI's scanner. While certain nutrients like Vitamin C do support the immune system, the term “boosts immunity” is often used without sufficient scientific evidence to back it up for that specific product formulation. FSSAI considers this a health function claim that requires proof and should not be presented as a medical promise to prevent disease. The regulator has also warned social media influencers and celebrities against endorsing such unverified claims. Instead of falling for these buzzwords, focus on a balanced diet rich in fruits and vegetables to support your overall health.
The 'No Added Sugar' Nuance
A “No Added Sugar” label seems like a clear win for health-conscious shoppers. While it means the manufacturer hasn't added table sugar, it can be deceptive. The product could still be loaded with natural sweeteners like fruit concentrates, honey, or malt extracts, which are also forms of sugar and contribute to the total sugar content. FSSAI regulations allow this claim, but consumers should be aware that it doesn't necessarily mean the product is low in sugar. Always check the ‘Total Carbohydrate’ and ‘Sugars’ section in the nutritional information table to understand the full picture before you buy.
When 'Zero Maida' Isn't Zero
In a quest for healthier grains, many consumers look for products without refined flour (maida). However, FSSAI has flagged products advertised as “Zero Maida” for being misleading. In one case, a “Zero Maida Whole Wheat Bread” was found to contain wheat gluten and chakki fresh atta in its ingredients list. While not maida, these ingredients may not align with what a consumer expects from such a prominent front-of-pack claim. This highlights a critical lesson: the front label tells a story, but the ingredients list tells the facts. Always flip the pack to verify what you're actually eating.
The Rise of 'Vegan' and 'Organic' Claims
As plant-based diets grow in popularity, so do vegan claims. However, simply stating a product is “vegan” isn't enough. FSSAI requires brands to get prior approval and certification to use the official vegan logo. Similarly, the term 'organic' is highly regulated. A product cannot be marketed as organic without proper certification from recognized bodies and displaying the 'Jaivik Bharat' logo. If you see these claims without the official logos, it's a red flag that the product may not have been properly certified, even if the ingredients appear to be compliant.
