The Food Safety and Standards Authority of India (FSSAI) has told the Delhi High Court that Dabur India’s claim of offering “100% fruit juice” in its popular range of beverages is misleading and in violation of food safety regulations.
In a writ petition filed by FSSAI Assistant Director Smita Singh on April 22, the regulator argued that Dabur’s labeling and advertising of its Real fruit juice products – specifically Mixed Fruit, Apple, and Grape variants – are deceptive as the beverages contain added water and fruit concentrates, rather than being composed entirely of fruit juice. The term “100%” used on the packaging, the FSSAI said, is a numerical quantifier, not a recognized or defined food descriptor under the Food Safety and Standards Act, 2006.
“It is respectfully submitted that any Food Business Operator who seeks to label, advertise, or market fruit juice products using the expression ‘100 per cent’ does so without any statutory backing and in clear violation of the regulatory framework,” the petition stated.
The FSSAI had earlier, in June 2024, issued a notification instructing all food business operators (FBOs) to stop using terms like “100% fruit juice” on product labels and advertisements. Dabur, however, challenged this direction, arguing that it stemmed from a misinterpretation of the regulations.
The petition further referenced discussions held in the 47th and 49th meetings of the scientific panel on Labelling and Claims/Advertisements (SP-08), which concluded that Dabur’s Real juice products could not substantiate the “100%” claim. In the case of its Mixed Fruit variant, for instance, the juice concentrate constitutes only 6.8% of the product, with the rest made up of added water and natural flavoring agents.
“The term ‘100%’ is not defined anywhere in the FSS Act or its associated regulations,” the petition noted, reiterating that such claims could mislead consumers into believing they are purchasing a product made entirely of fruit.
The Delhi High Court is currently considering the matter, and the next hearing is scheduled for July 7, 2025.