ETtech Deep Dive: Food brands basking in 'healthy’ glow get regulatory rap for dodgy ads
Over the past two weeks, the FSSAI has issued notices to multiple brands over claims such as ‘healthy’, ‘no added sugar’, ‘fresh’, ‘protein packed’, and ‘100% natural’, causing some to quickly change their labels, packaging, and advertising. Earlier this month, direct-to-consumer (D2C) brand The Whole Truth changed the labels on its products to “sweetened with dates” from “no added sugar” following such a notice. FSSAI strictly prohibits using sugar substitutes like date syrup, date powder, honey, or fruit concentrates when claiming there’s 'no added sugar'.
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