The Food Safety and Standards Authority of India (FSSAI) has issued notices to several food business operators for allegedly violating provisions of the Food Safety and Standards Act, 2006, over misleading brand names, trade labels, and product claims. The regulator’s action signals a sharper crackdown on marketing practices that may create false impressions about health benefits, purity, organic certification, or nutritional value, especially as health-conscious consumers increasingly rely on packaging claims while purchasing food products.

Rising Scrutiny Over Food Labelling Practices

The latest regulatory action comes amid growing concern that food companies are using aggressive branding language to influence consumer choices without adequately supporting those claims through approved standards or certifications.

Several well-known food and health brands have come under scrutiny. Among them, Neuherbs’ “True Vitamin” branding was flagged because the term is not officially recognised under FSSAI regulations and may create misleading health perceptions. Similarly, Plan B Plant-Based Vegan products reportedly lacked the required regulatory endorsement for vegan claims.

Snack and packaged food companies promoting products as “healthy” have also been questioned for potentially exaggerating nutritional benefits despite containing processed ingredients or additives.

Why Food Claims Matter More Today

India’s packaged food market has expanded rapidly in recent years, driven by urban lifestyles, online retail, and rising health awareness. Consumers are increasingly drawn toward labels carrying words such as “healthy,” “organic,” “natural,” “vegan,” “100% pure,” or “zero maida.”

However, regulators argue that such terms can heavily influence purchasing behaviour even when products do not fully meet the implied standards. This has pushed the FSSAI to strengthen compliance checks around food advertising and packaging claims.

Officials believe misleading labels can distort consumer understanding and undermine trust in food safety standards. The regulator has therefore shifted greater focus toward transparency, ingredient disclosure, and scientific validation of marketing claims.

Brands and Claims Under the Scanner

Several companies have received notices over different categories of alleged violations.

Products marketed under “healthy” branding, including chips made from ragi, moong dal, or vegetables, were questioned for presenting processed snacks as inherently healthy foods. Similarly, “Healthy Choice Healthy Food of Healthy Life Poha” was reportedly flagged for branding that could influence consumers through implied health messaging.

The Health Factory’s “Zero Maida” claim also drew scrutiny because the products reportedly contained wheat gluten and flour derivatives, potentially contradicting the marketing message.

Organic food brands such as Organic Wisdom, Shine Organic, and Two Brothers Organic Farms were questioned for allegedly creating the impression of certified organic products without possessing recognised certifications like NPOP, PGS, or the Jaivik Bharat logo.

Meanwhile, Storia’s pomegranate juice product reportedly suggested high pomegranate content despite containing only a small percentage of concentrate.

FSSAI’s Broader Regulatory Push

The crackdown reflects a wider regulatory shift toward stricter enforcement of food advertising standards. According to reports, nearly 170 misleading advertisement cases have surfaced over the past six months, with dozens already found to be in prima facie violation of regulations.

FSSAI has also advised companies to avoid using absolute terms such as “100%” unless they are scientifically and legally supported under established food standards.

Industry experts believe the regulator is attempting to establish stronger accountability in a fast-growing packaged food market where branding often shapes consumer trust more than ingredient awareness.

Transparency Becoming Central to Food Regulation

The latest FSSAI action underscores the growing importance of transparency and scientific accuracy in India’s food industry. As consumers become more health-conscious, regulators are increasingly unwilling to allow marketing language that may blur the line between branding and factual nutritional information. The crackdown could push food companies toward clearer disclosures, stricter compliance, and more responsible advertising practices, ultimately strengthening consumer confidence in packaged food products.

(With agency inputs)