Mondelez India Foods, the maker of Bournvita and several Cadbury products, has withdrawn certain health and nutrient-comparison claims flagged by the Food Safety and Standards Authority of India (FSSAI), along with related advertisements from e-commerce platforms.
The action comes as FSSAI steps up enforcement against misleading food advertisements, false claims and labelling violations. According to the latest regulatory action, more than 150 notices have been issued to food companies over concerns related to claims and labelling.
Companies named in the wider enforcement drive include Nestlé India, PepsiCo, Coca-Cola India, Abbott India, Red Bull India, Danone India, Monster Energy India, Ferrero India and Kenvue.
Bournvita Under Scrutiny
Bournvita had previously faced public scrutiny in 2023 over its sugar content and nutritional claims, particularly those associated with its marketing to children.
The latest action reflects FSSAI’s broader focus on ensuring that health, nutrition and comparative claims made on food products are supported by evidence and do not create a misleading impression among consumers.
Other Companies Also Modify Claims
The enforcement drive has resulted in corrective action from several other food businesses.
Amway India has removed the term “100%” from its “100% Pure Coconut Oil” packaging and promotional materials. The company has also dropped the “Energy Drink” descriptor from its caffeinated XS range.
Meanwhile, Kerala-based Juza Foods has agreed to withdraw claims such as “boost immunity,” “support stronger bones” and comparative calcium claims from certain baby-food products.
These actions follow an FSSAI advisory issued in May 2025, which asked food businesses to discontinue the use of “100%” on labels, packaging and promotional material. The regulator’s position was that such wording could suggest absolute purity or superiority.
FSSAI Expands Enforcement to Online Platforms
FSSAI’s enforcement efforts are also extending beyond food manufacturers. The regulator has issued 12 notices to e-commerce companies and more than 30 notices to food-service establishments, including major restaurant chains.
This wider approach highlights the regulator’s attempt to address misleading claims across the entire food supply chain and the platforms through which consumers encounter food products.
What This Means for Consumers
The latest actions underline the importance of accurate, evidence-based food claims. Consumers often rely on statements such as “boosts immunity,” “supports growth,” “100% pure” or nutrient-comparison claims when choosing products, making clear and substantiated labelling particularly important.
While companies withdrawing or modifying disputed claims represents a corrective step, the bigger challenge for regulators will be ensuring long-term compliance and consistent enforcement across the food industry.
As FSSAI continues its crackdown, food businesses may face increasing pressure to review their packaging, advertisements, digital listings and nutritional claims to ensure they meet India’s food-safety and labelling requirements.
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