The New Rule for Your Brew
The Food Safety and Standards Authority of India (FSSAI) has introduced a significant amendment to its labelling regulations, set to take effect from July 1, 2026. The new directive mandates that the packaging for coffee-chicory mixtures must be “visibly
and recognizably different” from that of pure coffee. While previous rules required brands to declare the percentage of chicory content, this new measure addresses the trade dress—the overall look and feel of the packaging, including colours, logos, and design. The goal is to prevent consumers from being misled by look-alike packages and to ensure they can distinguish between 100% coffee and a blend at a single glance. This is part of a broader push by the FSSAI to improve transparency in food labelling.
Why This Change Was Needed
For years, consumers have faced confusion. A brand might offer both a pure instant coffee and a coffee-chicory blend in packages that are nearly identical, often with only a small, easily missed declaration of the chicory content. This practice can lead shoppers to unintentionally purchase a blended product when they intended to buy pure coffee. The issue isn't just about preference but also price and perception. Chicory is significantly cheaper than coffee beans, so blends are more economical for manufacturers to produce. Critics and coffee growers have long argued that using similar packaging is a misleading practice that benefits brands at the expense of consumer choice and harms coffee farmers by reducing demand for pure beans. The FSSAI's new directive aims to level the playing field by ensuring the visual presentation of the product accurately reflects its contents.
What is Chicory, Anyway?
Chicory is a plant whose root, when roasted and ground, produces a powder that looks and tastes similar to coffee but is naturally caffeine-free. Its use in coffee has a long history, dating back to 19th-century France when coffee was scarce and expensive. The practice was introduced to India and became particularly popular in the southern states, where it is a key component of the traditional filter coffee culture. Many appreciate the unique flavour profile chicory adds—it imparts a caramel-like sweetness, reduces bitterness, and creates a thicker, more full-bodied decoction. While some purists view it as an adulterant, for many, it's a matter of taste and tradition. The FSSAI's regulations don't target chicory itself, which is perfectly safe to consume, but rather the lack of transparency about its presence.
A Clearer Choice for Consumers
The primary beneficiary of this new regulation is the everyday shopper. With distinct packaging, you will no longer need to squint at the fine print to determine if you're buying a blend. The directive empowers consumers to make informed decisions based on preference and budget. If you enjoy the specific taste of a chicory blend, you can continue to purchase it knowingly. If you want 100% coffee, you will be able to identify it on the shelf without confusion. This move reinforces the principle that transparency is key to consumer trust. By ensuring the label and the packaging tell the same story, the FSSAI is making the market fairer and easier to navigate. The percentage of coffee and chicory must also be clearly displayed on the front of the pack, leaving no room for ambiguity.
What This Means for Coffee Brands
Coffee manufacturers now have a clear deadline to overhaul their packaging strategies. Companies that produce both pure coffee and chicory blends will need to invest in creating distinct designs for each product line. This may involve using different colour schemes, imagery, and even branding to eliminate any potential for confusion. While this represents an initial cost for redesign and production, it also presents an opportunity for brands to market their products more clearly. They can build consumer trust by being upfront about their ingredients and cater specifically to different market segments—those who seek pure coffee and those who prefer the traditional blended taste. Failure to comply after the July 2026 deadline could lead to penalties under the Food Safety and Standards Act.
