What is FSSAI's Crackdown About?
The Food Safety and Standards Authority of India (FSSAI) has intensified its scrutiny of food labels, targeting potentially misleading marketing. Over the past several weeks, it has issued notices to numerous food and beverage companies over the use of terms
like 'fresh', 'natural', 'original', and '100% pure'. This initiative is part of a broader push to ensure that the claims on a product's packaging are truthful, unambiguous, and scientifically substantiated. The regulator's actions signal that a food label is no longer just packaging; it's a legal statement that must be verifiable. Brands are being pushed to ensure their marketing matches the reality inside the pack, affecting everything from honey and ghee to juices and energy drinks.
Why the Special Focus on 'High-Protein'?
Amid the general crackdown, 'high-protein' claims are drawing particular attention. As health consciousness grows in India, protein has become a major selling point, with brands launching everything from protein-fortified biscuits and ice cream to flour. This has led to what some call a "health halo" effect, where the mere mention of protein can make a product seem healthier than it is and justify a premium price. However, FSSAI is concerned that some products might not meet the legal threshold for such a claim or that the protein source itself is of low quality. The regulator is aiming to prevent 'protein-washing,' where junk foods are marketed as healthy simply by adding a small amount of protein.
What Legally Makes a Food 'High-Protein'?
FSSAI has specific rules under its Advertising and Claims Regulations, 2018. For a solid food product to be labelled a 'source of protein', it must derive at least 10% of its total energy value (calories) from protein. To earn the coveted 'high-protein' or 'rich in protein' label, that threshold doubles to 20% of the energy value coming from protein. Another guideline states that solid foods must contain at least 12 grams of protein per 100 grams to be called 'high in protein'. For liquids like shakes or beverages, the bar is at least 6 grams of protein per 100 ml. Anything less than these mandated levels means the claim is not compliant.
How to Be a Smarter Shopper
This regulatory push empowers consumers, but the best defence is still a critical eye. First, ignore the front of the pack and turn it over to read the nutrition information panel and the ingredient list. Ingredients are listed in descending order by weight, so the first few ingredients make up the bulk of the product. Check the 'per 100g' column for protein content to make fair comparisons between products, as serving sizes can be manipulated to make numbers look better. Also, consider the protein source. Protein from whole sources like milk solids, whey, eggs, or soy isolate is generally more usable by the body than protein from refined flours. Finally, look for the 14-digit FSSAI license number, which is a minimum legal requirement for products sold in India.
What Happens Next for Brands and Consumers?
Many companies are already responding to FSSAI's notices by reviewing and revising their labels, packaging, and advertising. Some brands have had to change claims like 'no added sugar' to the more transparent 'sweetened with dates'. This crackdown is expected to foster genuine product innovation, as companies will need to focus on substance over marketing hype. For consumers, this translates to more trustworthy information on shelves. While FSSAI's actions are a significant step towards transparency, the ultimate power remains with the shopper. By learning to read labels critically, consumers can see past the buzzwords and make truly informed decisions about their health.
