The Clampdown on 'Fresh' and '100% Pure'
The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of claims made on packaged food labels, putting companies on notice. In recent months, the regulator has targeted ambiguous and potentially misleading terms such as 'fresh',
'natural', 'pure', and '100%'. One of the most significant moves was an advisory asking food businesses to stop using '100%' claims on labels for products like honey, ghee, and edible oils. The FSSAI's reasoning is that such absolute claims are not defined under current food laws and can mislead consumers into believing a product has a level of purity or superiority that is scientifically unverifiable. This has prompted notices to major companies, forcing them to re-evaluate their packaging and advertising strategies across a wide range of products.
Why Now? The Problem with Vague Promises
This regulatory push addresses a long-standing issue: the 'health halo' that vague marketing terms create. Words like 'fresh' and 'natural' persuade shoppers to believe a product is healthier than it might be. The FSSAI's regulations already have definitions for these terms, but enforcement is now being tightened. For instance, a product can only be called 'fresh' if it hasn't been processed beyond basic steps like washing, peeling, or chilling. However, brands have often used these words more liberally. Following the FSSAI's recent actions, companies have started to make changes. Heritage Foods, for example, dropped the word 'fresh' from its paneer packaging after the regulator questioned its use. Similarly, the brand The Whole Truth changed its 'no added sugar' claim to 'sweetened with dates' to be more transparent, following a notice.
Decoding the Label Lingo
The FSSAI's crackdown extends beyond just 'fresh'. The regulator is taking a hard look at a dictionary of marketing terms that have become common on supermarket shelves. 'Natural' can only be used for a single-ingredient food from a recognized natural source with no additives. 'Pure' is meant for single-ingredient foods with no avoidable contamination. Even claims like 'Heart Pro' on cooking oil and 'energy' on beverages have come under scrutiny for potentially creating a misleading impression of health benefits. The goal is to ensure all claims are truthful, unambiguous, and supported by science, as outlined in the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
The Ripple Effect on Food Brands
For food companies, this new era of scrutiny is a significant operational challenge. A seemingly small change to a label can trigger a costly chain reaction. It involves redesigning artwork, getting new regulatory approvals, replacing mountains of existing packaging material, and updating listings on e-commerce platforms like Blinkit. Companies with hundreds of products face a massive logistical exercise. While many in the industry agree with the principle of transparency, they point to the high costs and complexity of implementation. Some have even challenged the FSSAI's actions in court. The regulator, however, is aiming for consistency, even announcing that major labelling rule changes will be implemented annually on July 1st to give the industry a predictable schedule.
A Smarter Shopper's Guide
This regulatory shift empowers consumers, but awareness is key. While the FSSAI is cleaning up labels, shoppers can become more vigilant. First, be skeptical of front-of-pack buzzwords. Instead, turn the package over and read the ingredients list—it tells the real story. Look for the order of ingredients; the one listed first is the most prominent. Second, check the manufacturing and expiry dates. True freshness has a limited shelf life. Third, for claims like 'organic', look for official certification logos like the Jaivik Bharat logo, not just the word itself. The FSSAI has also launched digital tools, like the 'Food Safety Connect' app, allowing consumers to report misleading claims, effectively making them the 'eyes and ears' for the authority.
