The Regulator Steps In
The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of the packaged food industry, sending notices to multiple companies over potentially deceptive marketing. This crackdown targets the use of ambiguous and often unsubstantiated
claims that can mislead consumers about a product's true nature. The regulator is citing the Food Safety and Standards Act, 2006, to enforce transparency. The move comes as the health food market expands rapidly, attracting significant investment and countless new products to shelves, not all of which live up to their lofty claims. For brands, this means a major rethink of labelling and marketing is underway, with some already revising their packaging after receiving notices from the regulator.
Deconstructing 'Natural'
The word 'natural' is one of the most powerful marketing tools in the food industry, but its meaning is often far from what consumers assume. Under FSSAI's Advertising and Claims Regulations, the term is strictly reserved for products that are essentially unprocessed. This means the food should be free from additives and preservatives. Processes like cleaning, peeling, or chilling are permitted, but once a food is significantly altered, it may lose its right to the 'natural' tag. FSSAI's concern is that consumers often equate 'natural' with 'healthier' or 'safer,' an assumption not always supported by science. The regulator is pushing for transparency, reminding shoppers that very few packaged foods remain exactly as they existed in nature.
What Does 'Fresh' Really Mean?
Much like 'natural,' the term 'fresh' is also under FSSAI's microscope. While regulations specify that it cannot be used for products that have been processed in any way, the interpretation can be tricky. For instance, fresh fruits and vegetables are exempt from certain labelling rules like expiry dates, but what about a product marketed as 'made with fresh ingredients'? The FSSAI's guidelines aim to prevent companies from using the word to imply a higher quality or nutritional value that isn't accurate. The crackdown is forcing brands to be more precise in their language, ensuring that a claim of 'fresh' is genuinely reflective of the product's state and not just a marketing buzzword.
The 'Healthy' Debate and Star Ratings
Claims of being 'healthy' are particularly contentious. To bring objectivity to this, FSSAI has been developing a front-of-package labelling (FoPL) system, proposing an 'Indian Nutritional Rating' (INR) that would rank foods on a scale of 0.5 to 5 stars based on their sugar, salt, and fat content. However, this move has been controversial. The Supreme Court has expressed dissatisfaction with the slow progress and pushed the regulator to consider mandatory warning labels for unhealthy products, a move supported by public health experts. These experts argue that a simple, clear warning is more effective than a star rating, which still requires consumer interpretation. The debate highlights the challenge of defining 'healthy' in a way that is both scientifically sound and easy for shoppers to understand at a glance.
The End of '100% Pure'?
In a significant move, FSSAI has also directed companies to stop using absolute claims like '100% pure' or '100% natural'. The regulator's reasoning is that the term '100%' is not defined under food safety laws and can create a false impression of absolute superiority that is difficult to substantiate. For example, a juice reconstituted from concentrate is not the same as freshly squeezed juice, yet both might have previously carried a '100%' claim. This doesn't mean the products are unsafe, but rather that the marketing exaggerated their qualities. Companies now have to be backed by verifiable data to make such claims, leading to a major shift in how products like honey, ghee, and juices are labelled.
How to Be a Smarter Shopper
While FSSAI's actions are a positive step, the ultimate power rests with the consumer. To navigate the grocery store effectively, always turn the package over. Ignore the flashy claims on the front and focus on the nutritional information and ingredients list on the back. Be wary of claims like 'no added sugar' if the product contains fruit concentrates or date syrup, which are still forms of sugar. Look for the FSSAI logo and license number as a basic sign of compliance. And remember, if a claim seems too good to be true—like a packaged snack offering 'guaranteed' health benefits—it probably is. A healthy diet is built on whole foods, not just on products marketed as healthy.
