The Central Consumer Protection Authority (CCPA) has imposed a fine of ₹1 lakh on Britannia Industries Limited for allegedly misleading consumers by advertising its bread as “100% Whole Wheat Bread” despite the product containing only 62% wheat, according to a report published by The Indian Express on October 23, 2026.
Why Britannia Was Fined
The CCPA found that Britannia’s “100% Whole Wheat Bread” claim, combined with the “0% Maida” statement, created the impression that the product was entirely made from whole wheat flour.
However, the investigation reportedly found that wheat accounted for only 62% of the product’s composition, below the 75% minimum threshold cited in the proceedings for describing a product as whole wheat.
Britannia defended its advertising by stating that the claim was intended to highlight the wheat content and the absence of refined wheat flour (maida). The company also maintained that its labelling and advertising practices complied with applicable regulations.
FSSAI Raises Concerns Over the Advertising Claim
During the investigation, the Food Safety and Standards Authority of India (FSSAI) observed that the advertisement could mislead consumers. It clarified that meeting a compositional requirement based on the flour used did not automatically justify using the expression “100%”.
The investigation concluded that the product name and advertising claims could misrepresent the bread’s actual composition and violate consumers’ right to accurate information about the quality and characteristics of goods.
CCPA Orders Britannia to Discontinue the Advertisement
The CCPA held Britannia Industries Limited liable for misleading advertisements and unfair trade practices under the Consumer Protection Act. Along with the ₹1 lakh penalty, the authority directed the company to immediately discontinue the misleading advertisement across print, electronic and social media.
What This Means for the Food Industry
The case highlights the importance of accurate food labelling, transparent ingredient declarations and substantiated marketing claims. Food manufacturers must ensure that product names, packaging statements and advertisements accurately reflect the composition of their products.
The action also reinforces the importance of regulatory compliance and consumer protection in the packaged food industry.
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