The Central Consumer Protection Authority (CCPA) has fined Storia Foods and Beverages Pvt. Ltd. and Mrs. Bectors Food Specialities Ltd., maker of English Oven, ₹1 lakh each for using misleading “100%” claims on their food products.
The authority has also directed both companies to remove such claims from product labels, websites, advertisements and digital platforms.
In the case of Storia, the CCPA found that products promoted as “100% Tender Coconut Water” and “100% Natural” did not clearly match the ingredient details. The coconut water product was made using water and coconut water concentrate, while the reconstitution details were mentioned only in small print. The authority also noted that the product contained a preservative, making the “100% Natural” claim misleading.
Storia’s other juice products, including pomegranate, mango, mixed fruit and guava chilli variants, were also examined for similar claims made on packaging, websites and e-commerce platforms.
In a separate case, English Oven was pulled up for claims such as “100% Atta Bread” and “100% Whole Wheat Bread.” The CCPA found that the bread contained only 87% whole wheat flour. The authority said such claims could give consumers the impression that the product was made entirely of whole wheat flour.
Mrs. Bectors argued that “100% Atta” meant wheat flour was the only grain source used. However, the CCPA rejected this explanation and said advertisements must be understood from the point of view of an ordinary consumer.
The authority said companies cannot use technical explanations later if their advertisements create a misleading impression. It added that strict action will continue against false or unclear claims related to food composition, quality, nutrition and health benefits.
The action is expected to push food brands to review their packaging and advertising claims more carefully and ensure greater transparency for consumers.