The Food Safety and Standards Authority of India (FSSAI) has issued a directive to Food Business Operators (FBOs) to remove claims of “100% fruit juice” from the labels and advertisements of reconstituted fruit juices. This decision aims to protect consumers from misleading marketing, as these juices often contain water and fruit concentrates rather than pure fruit juice. FSSAI’s investigation revealed that these “100%” claims are deceptive, especially when the primary ingredient is water and the fruit content is minimal.
The FSSAI has given FBOs a deadline to comply with this directive, allowing them to use up existing pre-printed packaging materials by September 1, 2024. After this date, all new packaging must meet the regulatory standards. According to the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011, and the Food Safety and Standards (Labelling and Display) Regulations, 2020, labels must clearly indicate if the juice is reconstituted. Additionally, if the product contains more than 15 gm/kg of nutritive sweeteners, it must be labeled as “Sweetened juice.”
This directive will significantly impact major companies like Dabur, PepsiCo, and ITC, who are prominent in the juice market. These companies will need to revise their packaging and marketing strategies to comply with the new regulations, potentially incurring additional costs in the process.
The primary goal of this FSSAI action is to protect consumers from misleading claims and to promote public health through honest advertising and transparency in food labeling. By ensuring that labels accurately reflect the contents of the product, consumers can make more informed choices. This step underscores the importance of regulatory oversight in maintaining food safety and standards, ensuring that businesses adhere to truthful advertising practices.
