The Clampdown on 'Empty' Words
The Food Safety and Standards Authority of India (FSSAI) has recently intensified its scrutiny of food brands making absolute claims on their packaging. Words like “fresh,” “natural,” “pure,” and “healthy” are being examined to ensure they aren’t misleading
consumers. In a significant move, the regulator has targeted the use of “100%” claims, arguing they are often ambiguous, unverifiable, and can create a false sense of superiority about a product. This crackdown isn't about targeting specific companies as much as it is about enforcing existing rules, specifically the Food Safety and Standards (Advertising and Claims) Regulations of 2018. The goal is to make sure that the information presented on a package is truthful and scientifically substantiated, moving beyond mere marketing.
Why 'Natural' Isn't Always Natural
Consumers often associate terms like “natural” or “fresh” with healthier choices, but these words lack a strict, universally accepted scientific definition for packaged goods. Most packaged foods undergo processing to improve safety, quality, or shelf life, including steps like pasteurisation, filtration, and drying. For instance, a brand claiming “no added sugar” was pulled up because it used date powder, which the FSSAI considers a form of sugar, just not the table-sugar variety. Another example is the term “Heart Pro” on cooking oil, which FSSAI flagged for potentially implying health benefits beyond what regulations permit. This regulatory push aims to close the gap between a consumer's perception of a claim and the product's actual composition.
The Real Story Is on the Back
The most important lesson for any consumer is to ignore the flashy claims on the front and turn the package over. FSSAI mandates that all packaged foods display a list of ingredients in descending order of weight. This means the first three ingredients make up the bulk of the product. If sugar, refined flour (maida), or unhealthy oils are high on that list, the “healthy” claim on the front is questionable. Another critical area is the nutritional information panel. Pay attention to values per 100g for an accurate comparison between products, as companies often use unrealistically small “serving sizes” to make calorie and sugar counts seem lower than they actually are.
Your Five-Step Label Check
Becoming a more conscious consumer doesn't require a degree in nutrition. FSSAI itself encourages a simple, five-step approach to reading labels. First, check the ingredient list to see what the product is truly made of. Second, examine the nutritional information, paying close attention to sugar, sodium, and saturated fat content. Third, always look for the manufacturing and “best before” or “expiry” dates to ensure freshness and safety. Fourth, if you have allergies, check for mandatory allergen declarations. Finally, look for the FSSAI logo and license number, which confirms the product complies with the country's food safety regulations.
Beyond the Label: A Shift in Thinking
The FSSAI's increased vigilance signals a broader shift towards transparency and evidence-based food labelling in India. It’s not just about penalising brands; it’s about fostering an environment where consumers can make genuinely informed choices. As the health food market grows, this scrutiny encourages genuine innovation in creating healthier products rather than just clever marketing. For us as consumers, the ultimate takeaway is to cultivate a healthy skepticism. A claim is just a promise, and the proof lies in the fine print on the back of the pack.
