The Food Safety and Standards Authority of India (FSSAI) has initiated action against several food business operators (FBOs) for allegedly using misleading brand names, trade names and product claims that could deceive consumers about the nature, quality or health benefits of their products.
In a post on social media platform X on Sunday, the food regulator said it had issued notices to multiple companies for violating provisions of the Food Safety and Standards Act, 2006.
"FSSAI has issued notices to several food business operators (FBOs) for violating provisions of the FSS Act, 2006 regarding misleading brand names, trade names and product claims. FBOs are directed to strictly comply with the established labelling and display regulations to prevent consumer deception," the regulator said.
Companies that have received notices include Healthy Master, Neuherbs True Vitamin, Plant B, The Health Factory, Troovy, Healthy Choice, Emami's Healthy & Tasty and Health Aid. Notices have also been issued to Organic Wisdom, Shine Organic, Two Brothers Organic Farms, Storia, World of Organic and Iota Water.
The action forms part of FSSAI's efforts to ensure that food labels and branding do not create a false or exaggerated impression about products among consumers.
'Healthy' Claims under Scrutiny
The regulator has raised concerns over the use of terms such as 'Healthy' and similar expressions in brand names and product descriptions.
According to reports, FSSAI flagged product names used by Healthy Master, The Health Factory, Healthy Choice, Emami's Healthy & Tasty and Health Aid, stating that these trade names appear to be in contravention of applicable regulations.
In the case of Troovy's 'Healthy Mix' chips, the regulator reportedly found that the use of the word 'healthy' could mislead consumers because the product contains ingredients that may not justify such a claim.
Food-labelling regulations generally require that any health-related claim made on a product be scientifically substantiated and must not misrepresent the nutritional value or characteristics of the food item.
'True Vitamin' Branding Questioned
FSSAI has also scrutinised products marketed under the name 'Neuherbs True Vitamin'.
According to reports, the regulator noted that the term 'True Vitamin' is neither defined nor recognised under existing food regulations. It expressed concern that such terminology could create a misleading impression among consumers about the product's nature and characteristics.
The regulator's observations indicate a broader focus on ensuring that product descriptions do not imply special qualities or benefits that are not recognised under regulatory standards.
Vegan Claims Face Regulatory Review
Another company facing scrutiny is Plant B for its trade name 'PLAN B Plant Based Vegan'.
FSSAI reportedly observed that the branding creates the impression that the products are certified vegan. However, the regulator found that the company had not obtained prior approval for vegan food products or the required vegan food endorsement under its licence.
India's food safety regulations require businesses marketing products as vegan to comply with specific approval and certification requirements designed to assure consumers that products meet prescribed vegan standards.
Organic Branding Also under Scanner
The regulator has also taken action against companies using the term 'organic' in their branding without meeting regulatory requirements.
FSSAI reportedly issued notices to Organic Wisdom, Shine Organic and Two Brothers Organic Farms over concerns that their brand names could mislead consumers regarding the organic status of their products.
According to the regulator, these businesses did not possess the required certification, Jaivik Bharat logo or organic endorsements mandated under the regulations.
The Jaivik Bharat logo is intended to help consumers identify food products that comply with India's organic food standards and certification requirements.
Focus on Consumer Protection
Misleading claims about health benefits, nutritional value, organic status or vegan certification can influence purchasing decisions and undermine consumer trust. Regulators have increasingly focused on ensuring that food companies provide accurate information and avoid branding that exaggerates or misrepresents product attributes.
FSSAI reiterated that all food business operators must adhere to established labelling and display regulations and ensure that claims made on packaging, advertisements and trade names comply with applicable legal requirements.
The regulator said the companies concerned have been directed to strictly follow food-labelling norms to prevent consumer deception and promote greater transparency in the marketplace.
