New Delhi : The Food Safety and Standards Authority of India (FSSAI) has prohibited Dabur India from selling several food products marketed with ‘100 per cent’ claims. In an order issued on Monday, the food regulator directed Dabur to immediately stop the sale of products carrying claims such as “100 per cent Natural”, “100 per cent Pure”, “100 per cent Purity Guaranteed”, “100 per cent Organic” and “100 per cent Tender Coconut Water”.
The regulator also found that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey were displaying the Jaivik Bharat logo without a valid FSSAI organic endorsement. Additionally, Dabur Hommade Coconut Milk was flagged for carrying the claim “100 per cent Purity”, which is not permitted for compound food products under the regulations. The regulator has now instructed Dabur to discontinue the sale of all identified products, as well as any other food items carrying similar “100%” claims, and submit an Action Taken Report within 15 days.
“We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website,” the company said in a statement. The action is part of FSSAI’s broader enforcement drive against misleading food labelling and advertising, with the regulator increasingly publicising action against food businesses, e-commerce platforms, alcoholic beverage companies and energy drink manufacturers. “The use of the 100% claims are in contravention of the FSS (Advertising & Claims) Regulations, 2018, as they are ambiguous, unverifiable and likely to mislead consumers,” the FSSAI said.
The order applies to a range of products, including honey, apple cider vinegar, coconut oil, cow ghee, coconut water and coconut milk. “Dabur Hommade Coconut Milk was marketed with the claim “100% Purity”. Such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018,” the FSSAI pointed out. The FSSAI also flagged the use of the “Jaivik Bharat” logo on certain products, stating that the certification mark for organic food had been displayed without valid approval from the regulator.
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