FSSAI's Widening Crackdown
The Food Safety and Standards Authority of India (FSSAI) has significantly increased its scrutiny of food labels in recent months. It has issued notices to numerous companies, from major corporations to direct-to-consumer startups, over the use of potentially
misleading terms. The crackdown targets claims like 'healthy', 'natural', 'organic', and 'fresh', arguing they can create a false impression of a product's nutritional value. For example, FSSAI recently ordered Dabur to drop several '100%' claims on products like honey and coconut water, stating such absolute terms are ambiguous and unverifiable. This enforcement signals a major push for greater transparency and accuracy in how food is marketed to Indian consumers.
The Meaning of 'Natural'
The word 'natural' is one of the most powerful marketing tools on a food package, but it has a very loose definition. Most consumers associate it with foods that are unprocessed and wholesome. However, FSSAI regulations state that a claim of '100% Natural' is often ambiguous because almost all packaged foods undergo some form of processing, such as washing, pasteurization, or filtration. These processes, while necessary for safety and shelf life, mean the product is no longer in its original state. The regulator is concerned that brands use this term to imply a level of purity that regulations do not support, potentially misleading shoppers.
The 'Healthy' and 'Fresh' Traps
Similar to 'natural', the term 'healthy' is often used as a marketing buzzword rather than a strict nutritional guarantee. FSSAI has flagged brands for using 'healthy' in their name or on the packaging when the product's overall composition doesn't justify it. A so-called healthy snack could still be high in sugar or sodium. The term 'fresh' is also under scrutiny. According to regulations, foods can only be called 'fresh' if they are unprocessed, except for minimal actions like washing, peeling, or chilling that don't alter their basic characteristics. The recent actions aim to stop the casual use of these persuasive words on highly processed foods.
The 'No Added Sugar' Confusion
One of the most confusing areas for consumers is the 'no added sugar' claim. FSSAI's regulations are very strict on this point. A brand cannot make this claim if it uses any form of sugar substitutes, such as date syrup, honey, or fruit concentrates. Following a notice from the regulator, one popular brand, The Whole Truth, changed its label from 'no added sugar' to 'sweetened with dates' to provide more clarity. This highlights a critical point for consumers: a product without 'added sugar' can still contain high levels of natural sugars from its ingredients, which still contribute to your daily sugar intake.
Your Best Defence: Flip the Pack
So, how can you make genuinely healthier choices? The FSSAI itself recommends a simple strategy: 'flip the pack'. Ignore the tempting claims on the front and turn the product over to read the ingredient list and nutrition panel. Ingredients are always listed in descending order of quantity. If sugar, maida (refined flour), or palm oil are among the first three ingredients, the product is likely not as healthy as it claims to be. Also, pay attention to the serving size, as companies often list nutritional values for unrealistically small servings to make the numbers look better.
