The Murky Waters of 'Fresh' and 'Natural'
For years, consumers have navigated a marketplace filled with appealing but often ambiguous terms. Words like 'fresh', 'natural', 'pure', and 'healthy' are powerful marketing tools used on everything from packaged juices to snacks and oils. However, these
claims can be misleading. A juice made from concentrate might be labelled 'fresh', or a snack loaded with hidden sugars could be marketed as 'healthy'. This gap between marketing language and nutritional reality has led to growing consumer confusion and mistrust. Recognizing this, the Food Safety and Standards Authority of India (FSSAI) has intensified its efforts to ensure that the claims on food labels are not just attractive, but truthful and scientifically verifiable.
FSSAI's Regulatory Crackdown
In response to widespread misleading claims, FSSAI has been issuing notices to numerous food brands. The regulator is enforcing the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which prohibit unsubstantiated or deceptive marketing. This scrutiny has targeted absolute claims like '100% pure' or '100% natural', which FSSAI argues are often ambiguous and unverifiable, especially for processed foods. The regulator's stance is clear: if a brand makes a claim, it must be able to back it up with scientific evidence. This crackdown has prompted several companies to revise their packaging and advertising to offer greater clarity. For example, a brand that used 'no added sugar' for a product sweetened with date syrup had to change its label to the more transparent 'sweetened with dates'.
From Restaurants to E-Commerce
The focus on transparency extends beyond packaged goods to food service establishments. Under the Labelling and Display Regulations, restaurants with a central license or more than ten outlets are now required to display detailed information on their menus. This includes the calorific value (in kcal) per serving, the serving size, and declaration of allergens. Even vegetarian and non-vegetarian logos must be clearly marked against each dish. These rules also apply to e-commerce food delivery platforms, which are responsible for ensuring their restaurant partners provide this crucial information to customers before they place an order. The goal is to empower diners to make informed choices, whether they are eating out or ordering in.
What the 'Fresh' Claim Now Means
Under FSSAI's sharpened focus, the definition of 'fresh' is becoming more precise. The term is generally reserved for products that are unprocessed. This means foods that have only been subjected to minimal treatments like cleaning, peeling, or chilling can be called fresh. The use of the word is not permitted for products that have been processed in any way that significantly alters their natural properties, such as through pasteurization, freezing, or the use of preservatives. Similarly, the claim 'natural' is restricted to single-ingredient foods that have undergone minimal processing and contain no additives. These stricter definitions are designed to prevent processed foods from being misrepresented as something they are not.
How to Be a Smarter Consumer
While FSSAI's regulations provide a stronger framework, the ultimate power lies with the consumer. To avoid being misled, it's crucial to look beyond the bold claims on the front of the pack. First, always check the list of ingredients, which are listed in descending order by weight. This gives you a true picture of what the product primarily contains. Second, examine the nutritional information panel, paying close attention to added sugars, trans fats, and sodium levels. Be wary of claims like 'sugar-free', which has a specific legal definition (less than 0.5g of total sugars per 100g/ml). Finally, look for the FSSAI license number on the packaging, as its presence is a mandatory sign of compliance with food safety standards.
