The Food Safety and Standards Authority of India (FSSAI) on Wednesday, 19 August confirmed that five food business operators (FBOs) have withdrawn misleading '100 per cent' claims from their product labels, packaging, websites, and promotional materials following direct regulatory intervention. The action marks a significant enforcement step by India's apex food regulator against deceptive labelling practices in the packaged food sector.

Why FSSAI Acted

FSSAI initiated action to ensure that the term '100 per cent' is not deployed on food product labels or advertising materials in a manner that could mislead consumers. The regulator's advisory targets claims that imply absolute purity or composition without scientific substantiation, which it says violates the Food Safety and Standards (Advertising and Claims) Regulations, 2018.

The Five Companies and What They Changed

Bonn Biscuits Private Limited was found using a '100 per cent' claim in an advertisement for its Bonn Cummin Flavor Jeera Bite Biscuits (76 gm). Following FSSAI's intervention, the claim was removed from the company's website.

In the case of Zhandu Honey, the '100 per cent Honey' claim was observed in connection with Apis India Limited and Emami Limited. Both FBOs subsequently complied with the FSSAI advisory and took corrective action.

Amway India Enterprises Private Limited had used '100 per cent Pure Coconut Oil' in the product name of its Amway Persona 100 per cent Pure Coconut Oil. Following regulatory intervention, the company submitted a compliance response confirming voluntary removal of the term from packaging and promotional materials. Old stock has been discontinued from sales channels, revised packaging has been finalised, and a progressive rollout is planned from September–October 2026, along with updated website listings.

Juza Foods, based in Kerala, was found using multiple claims — including '100 per cent Ragi', '100 per cent Vegan', '100 per cent Kerala Banana Powder', '100 per cent Sweet Potato Powder', and '100 per cent Clean Ingredients' — on baby food products for children aged six months and above. The company also used a '100 per cent Vegan' claim without the required vegan endorsement under its licence. The firm acknowledged the violations, agreed to remove the misleading claims, and shut down its selling website pending rectification. It also applied for modification of its licence to include e-commerce as a kind of business.

MasterChow Foods Private Limited was found using a '100 per cent Natural' claim for its ramen noodle product. FSSAI noted that the use of '100 per cent' was inconsistent with its advisory, and that the use of 'Natural' on a composite food product was not in accordance with the Advertising and Claims Regulations, 2018. Following intervention, the FBO removed the '100 per cent' claim from the product.

Broader Regulatory Context

This action is part of FSSAI's ongoing campaign to clean up misleading health and composition claims across India's packaged food industry. Notably, the baby food category — where Juza Foods operated — draws heightened regulatory scrutiny given the vulnerability of the consumer segment. The crackdown also signals that e-commerce channels are now firmly within FSSAI's enforcement radar, not just physical retail.

What Comes Next

FSSAI has indicated that its interventions will continue, reinforcing compliance with food safety and advertising requirements across the sector. Industry observers expect the regulator to expand its sweep to other common label claims. Companies that fail to comply proactively risk formal enforcement action, including product recalls and licence suspension.