India’s food regulator is tightening its grip on marketing language, with six food companies removing “100%” claims from product labels, packaging and advertisements following regulatory intervention.
The Food Safety and Standards Authority of India (FSSAI) said it has stepped up enforcement against food business operators using “100%” claims in ways that could mislead consumers. Among the companies that have taken corrective action are Amway India, Emami, Bonn Biscuits, Apis India, Juza Foods and Masterchow Foods.
The latest action underscores a broader push by the regulator to make food companies more precise—and less promotional—in how they describe their products.
Amway drops “100% Pure” from coconut oil
Amway India Enterprises Pvt. Ltd. had marketed one of its products as “100% Pure Coconut Oil.” Following FSSAI’s intervention, the company confirmed that it had voluntarily removed the “100%” wording from its packaging and promotional materials.
The company also told the regulator that older stock carrying the claim had been discontinued from sales channels.
Honey brands remove “100%” claims
Emami Ltd. also revised the marketing of its Zhandu Honey after FSSAI flagged its use of a “100%” claim.
Apis India similarly removed “100%” claims from its honey products, according to the regulator.
Bonn Biscuits pulls claim from advertisement
Bonn Biscuits Pvt. Ltd. had used a “100%” claim in an advertisement for its Bonn Cummin Flavor Jeera Bite Biscuits. The company subsequently removed the claim from its website, FSSAI said.
Meanwhile, Kerala-based Juza Foods removed “100%” claims from various baby food products, while Masterchow Foods Pvt. Ltd. withdrew the claim from its Ramen Noodle product.
A broader crackdown on food marketing
The action is part of FSSAI’s wider campaign against potentially misleading food labels, trademarks, claims and advertisements. The regulator has recently issued notices to multiple food and beverage companies, prompting several businesses to revise their marketing and packaging.
Just a day earlier, FSSAI said companies including Dabur India and Ferns N Petals had addressed labelling and advertising violations following regulatory notices.
The message from the regulator is becoming increasingly clear: in India’s crowded food market, broad claims designed to signal purity or perfection may come under scrutiny if they risk giving consumers a misleading impression.
For brands, that could mean a closer look at every word on the pack—not just the ingredients inside it.