The Buzzwords Under the Lens
The Food Safety and Standards Authority of India (FSSAI) has recently intensified its efforts to hold food companies accountable for the claims they make on their packaging and in advertisements. In the past few months, the regulator has issued notices
to numerous brands regarding the use of appealing but potentially deceptive terms. The words receiving the most scrutiny are ones we see every day: 'fresh', 'natural', 'pure', 'healthy', 'organic', and '100%'. This regulatory push comes as the market for health-focused foods expands rapidly, creating a powerful incentive for brands to use attractive language to draw in health-conscious consumers. The FSSAI's goal is to ensure that the claims on the front of the box are truthful, unambiguous, and scientifically supported, preventing consumers from being misled.
Decoding the 'Fresh' and 'Natural' Façade
So, what’s the problem with a product calling itself 'fresh'? According to FSSAI regulations, the term 'fresh' can only be used for foods that have not been processed in any way that alters their basic characteristics. This means actions like washing, peeling, trimming, or chilling are acceptable, but if a product has been heat-treated, preserved, or made from concentrate, calling it 'fresh' is misleading. This is why you might see scrutiny of a 'freshly baked' item that was made from frozen dough or a 'fresh' juice that has been pasteurised for a long shelf life. Similarly, 'natural' is a term that cannot be used for foods that have undergone significant processing or contain artificial additives. The FSSAI's rules are designed to close the gap between what we think these words mean and how they are used by manufacturers.
When 'Healthy' Isn't the Whole Story
The crackdown extends beyond simple words to complex health claims. A notable area of focus is the 'no added sugar' claim. Recently, some brands have faced regulatory action for using this label on products sweetened with date syrup or fruit concentrates. The FSSAI's stance is that if a product contains these substitutes, which are forms of sugar, claiming 'no added sugar' is deceptive. Another term that has been challenged is '100%'. The regulator has previously advised companies to discontinue its use, arguing that it is not defined by food laws and can falsely imply absolute purity or superiority over other products. These examples show that the FSSAI is moving towards a stricter interpretation of the rules laid out in its 2018 Advertising and Claims Regulations, demanding scientific evidence to back up any health or nutritional benefit a brand wants to publicise.
Your Smart Shopper's Checklist
While regulators are stepping up enforcement, the best defence against misleading information is an informed approach at the grocery store. Here are a few things to keep in mind: 1. Ignore the Front, Read the Back: The front of the package is marketing. The real story is in the ingredients list and the nutritional information panel on the back. Read it carefully. 2. Check the Ingredient Order: Ingredients are listed by weight, from most to least. If sugar, salt, or refined flour are among the first few ingredients, the product may not be as healthy as it claims. 3. Be Sceptical of Buzzwords: Don't let terms like 'natural', 'traditional', or 'real' be your sole reason for buying something. Question what they actually mean in the context of that specific product. 4. Understand Serving Sizes: A product might seem low in calories or sugar, but the nutritional information may be for an unrealistically small serving size. Check the serving size and calculate accordingly. 5. Look for Certifications: If a product claims to be 'organic', it should have the official certification logo to prove it. Without it, the claim is just a word.
