The Central Consumer Protection Authority (CCPA) has slapped a penalty of ₹1 lakh on United Biscuits Private Limited — formerly known as Pladis India Private Limited — for making a misleading 'wholewheat' claim in the marketing of McVitie's Wholewheat Marie Biscuits. The order, issued from New Delhi, addresses allegations of misleading advertising and unfair trade practices relating to the product's composition and labelling.

What Triggered the Action

The CCPA took suo motu cognisance of a social media article that raised questions about the product's ingredients and the accuracy of its labelling. The authority then examined both the physical packaging and online listings of the biscuit.

According to the CCPA's order, the ingredient declaration on the pack revealed that whole wheat flour accounted for only 19.5 per cent of the biscuit's composition, while refined wheat flour (maida) made up 52 per cent. The authority concluded that the prominent use of the term 'wholewheat' in the product name could lead an average consumer to believe the biscuits were predominantly made from whole wheat flour — a representation it found inaccurate.

Investigation Findings

The Directorate General (Investigation), directed by the CCPA to examine the matter, submitted its report on 16 July 2026. The report confirmed that the product was sold under the name McVitie's Wholewheat Marie Biscuits despite containing just 19.5 per cent whole wheat flour. This gap between the product name and its actual formulation formed the crux of the authority's findings.

United Biscuits' Defence

During the proceedings, United Biscuits argued that 'McVitie's Wholewheat Marie Biscuit' was a registered trademark and that the term 'wholewheat' functioned primarily as a brand identifier rather than a compositional claim. The company pointed to a disclaimer printed on the front of the pack, which stated that the term was 'only a trademark' and did not represent the product's actual nature.

The company also maintained that 'wholewheat' was used to distinguish the product from biscuits made exclusively with refined wheat flour, and that the name was adopted to differentiate it from conventional Marie biscuits. Critics argue, however, that a front-of-pack disclaimer in fine print is insufficient to counteract a prominent product name that implies a healthier formulation.

Packaging Revision and Transition Period

Following the CCPA's findings, United Biscuits offered to modify its packaging by removing the word 'wholewheat' from the registered trademark. The company also requested a nine-month transition period to exhaust existing packaging material before rolling out the revised design.

This case is among a growing number of consumer protection actions targeting food labelling practices in India, as regulators sharpen scrutiny on health and ingredient claims that may not reflect actual product composition. With the CCPA increasingly acting on social media-flagged complaints, food and beverage brands face heightened accountability over front-of-pack messaging.