Products like ‘soya milk,’ ‘almond milk,’ ‘pistachio milk,’ ‘walnut milk,’ and others in their existing shape will soon be pushed off the virtual shelves of ecommerce giants like Amazon, Big Basket, Grofers, Flipkart, and Jio Mart, among others. Reason? FSSAI has instructed all ecommerce FBOs to remove all non-dairy or plant-based items from their platforms that use dairy terminology from 15th September onwards.
Since last year, the National Cooperative Dairy Federation of India (NCDFI), the Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets the brand Amul, and other dairy co-operatives from across the country have demanded that the government take action against those misrepresenting plant-based beverages/products as milk and milk products.
“It is directed to investigate the labelling declarations of such products that are reported to be in violation of the regulatory provisions related to the application of dairy terms, including the specific instances of alleged violations as mentioned in the complaint, and delist such products from your online platforms immediately,” according to the FSSAI’s communication to e-commerce operators, e-commerce websites.
E-commerce companies have also been urged to ensure that no more defaulting products be posted for sale on their websites in the future. They have also been required to share the action taken reports by September 15, which is the deadline.
According to the ruling, the Food Safety and Standards (Food Products Standards and Food Additives) Regulations, 2011, establish a “general standard for milk and milk products.” Clearly define dairy terminology in the vocabulary of dairy goods such as milk, milk product, or composite milk product, as well as non-dairy items (other foods).
“Use of any dairy word for a product that is not milk, milk product, or a composite milk product (i.e. plant based products/beverages) is banned under these laws, and any such activity is in violation of the stated regulations,” according to the letter.
Exceptions have been made in the vocabulary of goods such as coconut milk and peanut butter, based on the internationally acknowledged premise that dairy terminology have traditionally been used in their nomenclature and that such items are not substitutes for milk or its components. Curd isn’t recognized an exclusive dairy term in FSSAI laws or related Codex standards, either.FSSAI has taken a positive step. The public was duped by the inclusion of the word “milk” in a non-milk product. Amul has done a good job of protecting consumers.