The New Rule Explained
The Food Safety and Standards Authority of India (FSSAI) has directed that all packaged coffee products containing chicory must declare the exact percentage of both ingredients on the front of the pack. This means a simple, clear breakdown, such as “Coffee
70%, Chicory 30%,” must be visible on the Principal Display Panel (PDP). The rule applies to both regular and instant coffee-chicory mixtures. Initially planned for an earlier date, the enforcement of this new regulation has been set for July 1, 2027. This extension was granted after industry bodies raised practical concerns about fitting the required information on smaller packages. In response, FSSAI simplified the requirement from a boxed format to a clear text-based declaration with specified minimum font sizes, giving businesses adequate time to comply.
A Blend of History and Habit
The practice of blending chicory with coffee in India is not new; it's a tradition steeped in history and economics. Chicory, a roasted plant root, was first introduced as a coffee extender when coffee beans were expensive or in short supply. Its use became popularised during the colonial era, partly through products like 'Camp Coffee' used by the British military, and Indian soldiers and civilians soon developed a taste for it. Over time, what began as a cost-saving measure became a flavour preference for many, especially in South India. Chicory adds a distinct nutty and caramel-like sweetness, reduces the bitterness of strong Robusta beans, and gives the brew a thicker, darker body that pairs well with milk and sugar. Today, the proportion of chicory can range from 10% to over 40%, defining the character of many beloved filter coffee blends.
Empowering the Consumer
The primary goal of FSSAI's directive is to empower consumers. For years, many coffee drinkers may have been unaware of the exact composition of their chosen brands. While the presence of chicory was often mentioned in the ingredient list on the back of the pack, the new rule brings this information front and centre. This move promotes transparency, allowing shoppers to make informed decisions based on their taste preferences and budget. With clear percentages on the label, consumers can easily compare different brands and understand why one blend might taste different or cost less than another. It allows those who prefer pure coffee to easily identify it, while enabling those who enjoy a specific chicory blend to find their preferred ratio with confidence. This aligns with FSSAI’s broader mission to improve transparency in the food sector.
Impact on the Coffee Industry
For coffee manufacturers, importers, and marketers, the new regulation requires a significant operational shift. Companies will need to review and redesign their packaging artwork to incorporate the percentage declarations on the front label. This involves costs associated with design changes, printing new packaging, and managing inventory of old stock. However, the extended deadline of July 2027 provides a reasonable transition period. While a challenge in the short term, the standardisation is expected to foster fairer competition within the industry. Brands that already pride themselves on a higher coffee content can now highlight it more effectively, while those with higher chicory blends can market to consumers who prefer that taste profile. Ultimately, the regulation encourages a more honest and standardized marketplace, which can help build long-term consumer trust.
