The Food Safety and Standards Authority of India (FSSAI) has issued a notice to Heritage Foods Ltd over alleged misleading claims related to its ‘Fresh Paneer’ product, intensifying its scrutiny of food labeling and advertising practices.
The regulator has directed the company to submit its response within seven days and explain why action should not be initiated under the provisions of the Food Safety and Standards Act, 2006.
According to FSSAI, the use of the term “Fresh Paneer” does not meet the prescribed conditions outlined under Schedule V governing the use of the word “Fresh” in food labeling and marketing.
The authority stated that the use of the term may mislead consumers regarding the nature and characteristics of the product.
FSSAI also raised objections to the use of the term “Healthy” under the trademark or branding “Healthy Happiness,” stating that it does not conform to Regulation 8(3) of the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
The regulator noted that the use of the word “Healthy” may create an impression among consumers that the product offers inherent health benefits or enhances well-being, making the claim potentially misleading.
The notice was reportedly issued following both suo motu action by the regulator and complaints received from consumers.
The latest development comes amid increased enforcement activity by FSSAI against food business operators over labeling, naming and advertising claims. In recent weeks, the regulator has stepped up action against several companies over alleged misleading product descriptions and promotional claims as part of its broader efforts to strengthen consumer protection and transparency in the food sector.