The Food Safety and Standards Authority of India (FSSAI) has intensified its crackdown on misleading food labels, health claims and advertisements, prompting several major companies to take corrective action. Among the companies affected are Mondelez India, the maker of Bournvita, and Amway India, which has removed the term “100%” from its coconut oil packaging.
Bournvita Removes Health And Nutrition Claims
Mondelez India Foods, which manufactures Bournvita and Cadbury products, has withdrawn certain health and nutrient-comparison claims associated with Bournvita after receiving a notice from FSSAI.
The company has also removed the flagged claims and related advertisements from e-commerce platforms and confirmed that corrective measures have been implemented.
The action is part of FSSAI's wider effort to ensure that food products do not make claims that could give consumers a misleading impression about their nutritional benefits or composition.
Bournvita had previously faced scrutiny over its nutritional marketing, particularly claims directed towards children. The latest regulatory action reinforces the food regulator's focus on transparent and evidence-based product communication.
Amway Removes ‘100% Pure’ From Coconut Oil
Amway India has also made changes following FSSAI intervention. The company has removed the term “100%” from its “100% Pure Coconut Oil” product name, packaging and promotional material.
According to FSSAI, Amway confirmed that old stock carrying the claim had been discontinued from sales channels. Revised packaging has been finalised and is expected to be introduced progressively from September-October 2026.
Amway has also removed the term “Energy Drink” from its XS caffeinated beverage range after the regulator raised concerns over the product description. The revised artwork is expected to be implemented from the next production cycle.
Why Is FSSAI Targeting ‘100%’ Claims?
FSSAI has been taking action against the use of absolute claims such as “100%” on food products. The regulator has argued that such terminology can create an impression of absolute purity or superiority even when the claim may not be adequately defined under food regulations.
An earlier FSSAI advisory asked food businesses to discontinue the use of “100%” claims on labels, packaging and promotional materials.
Other companies, including Emami, Apis India, Bonn Biscuits, Juza Foods and MasterChow Foods, have also modified or withdrawn certain claims following regulatory intervention.
Wider FSSAI Enforcement Drive
The latest action is part of a broader FSSAI enforcement campaign against misleading advertisements, unsupported health claims and labelling violations. The regulator has reportedly issued more than 150 notices to food businesses, including several major domestic and international brands.
The crackdown is aimed at improving transparency in India's packaged-food market and ensuring consumers receive accurate information about what they are purchasing.
