The Meaning of 'Natural' and 'Pure'
Words like 'natural,' 'pure,' 'original,' or 'traditional' are powerful marketing tools, but they can be ambiguous. Recently, the FSSAI has taken action against companies for using these terms in potentially misleading ways. For example, a product with
artificial flavours cannot claim to be 'natural'. A '100% Pure' claim on coconut oil has also been challenged and subsequently removed by a major brand following FSSAI's intervention. As a consumer, your best defence is to ignore these front-of-pack words and turn straight to the ingredients list. If the list is long and full of synthetic-sounding names, the product is likely far from 'natural,' no matter what the branding suggests.
Unproven Health and Immunity Claims
Post-pandemic, claims like 'immunity booster' or 'vitalizes body and mind' have become common. However, FSSAI regulations are clear: general health claims that are not scientifically substantiated are not permitted. The regulator has recently issued over 150 notices to companies for making false or exaggerated health claims, such as those related to boosting immunity, supporting stronger bones, or aiding digestion without sufficient proof. Companies have been directed to withdraw claims about brain development, weight loss, and detoxification. Instead of falling for vague promises, look for specific, approved statements. For example, a label can say, 'Contains Vitamin C, which contributes to normal immune system function,' but not that the product itself boosts immunity.
The 'No Added Sugar' Trap
The 'no added sugar' claim is a common sight in the 'healthy' food aisle, but it requires a careful eye. This claim only means that no extra sugar was added during manufacturing. It does not mean the product is low in sugar or sugar-free. The food could still be high in naturally occurring sugars from ingredients like fruit juice concentrates, honey, or dates. A product can be labelled 'no added sugar' and still have a high total sugar content listed in the nutritional information panel. Always check the 'Total Sugars' line in the nutrition facts table and scan the ingredients list for sweeteners in disguise to get the real picture.
Deceptive Serving Sizes
The nutritional information on a label can be easily manipulated by adjusting the serving size. A packet of biscuits or chips might seem low in calories, fat, and sugar per serving, but the brand may define a 'serving' as an unrealistically small amount, like just two biscuits. Most people consume the entire packet, which could be five or ten times the listed serving size, unknowingly multiplying their intake of unhealthy components. FSSAI requires labels to list values per 100g/100ml as well as per serving. To make an accurate comparison between products and to understand what you're truly consuming, always refer to the 'per 100g' column.
Misleading Brand Names and Imagery
FSSAI has also begun to target brand names themselves when they imply a health benefit that the product doesn't possess. Brands with 'Healthy' or 'Organic' in their names have been flagged for potentially misleading consumers, especially if the product's overall composition is not justified or if they lack the required certifications. For example, a 'Zero Maida' bread was flagged because it still contained other wheat-based ingredients, which could confuse shoppers. Similarly, packaging that features images of fresh fruits on a juice box that contains only a small percentage of fruit concentrate can be deceptive. Always remember that the brand name and pictures are part of the marketing, not the nutritional facts.
