The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh each on Storia Foods and Beverages Pvt. Ltd. and Mrs Bectors Food Specialities Ltd. over claims that their products were marketed as “100%” despite not fully meeting the representation conveyed to consumers.
The consumer watchdog has also directed both companies to remove the disputed claims from product labels, advertisements, websites, and other promotional materials.
Regulatory Action Targets Absolute Marketing Claims
The orders highlight growing regulatory scrutiny of food product marketing, particularly the use of absolute terms such as “100%,” which can significantly influence consumer purchasing decisions.
According to the authority, claims presented on packaging and advertisements must accurately reflect a product’s actual composition. The regulator stated that numerical claims carry a clear and measurable meaning and therefore require strong factual support.
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Storia Foods Found in Violation Over Beverage Labels
The action against Storia Foods followed an examination of products promoted as “100% Tender Coconut Water” and various “100% Juice” offerings.
The CCPA observed that the company’s coconut water product was manufactured using coconut water concentrate that had been reconstituted with water. While this information was disclosed on the ingredient list, the regulator noted that the prominent front-of-pack messaging could create a different impression for consumers.
Authorities also pointed out the presence of preservative INS 202 in the product, questioning the validity of associated “100% Natural” representations.
In addition, several juice products marketed under the “100% Juice” label were found to contain combinations of water, fruit concentrates, and fruit pulp rather than consisting entirely of the fruit highlighted on the packaging.
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Mrs Bectors’ Bread Claims Under Regulatory Lens
The investigation into Mrs Bectors focused on bread products sold with claims such as “100% Atta Bread” and “100% Whole Wheat Bread.”
During proceedings, the company acknowledged that whole-wheat flour constituted approximately 87% of the formulation.
The regulator concluded that the use of “100%” in such circumstances could mislead consumers into believing that the bread was made entirely from whole-wheat flour. It further noted that the simultaneous use of claims like “Zero Maida” could strengthen that perception among buyers.
The company’s explanation that “100% Atta” referred only to the source of grain was not accepted by the authority, which maintained that advertising claims must be assessed based on how an average consumer is likely to interpret them.
Growing Focus on Truthful Food Marketing
The latest enforcement action reflects a broader push by regulators to improve transparency in the food sector and curb claims that may exaggerate product characteristics.
Industry observers believe the orders will prompt food manufacturers to reassess packaging language, front-of-pack declarations, and promotional messaging to ensure that marketing statements are supported by clear evidence and align with consumer expectations.
A Strong Signal to the FMCG Industry
The CCPA’s decision reinforces the importance of accuracy in product communication at a time when consumers increasingly rely on packaging claims to make informed choices.
With regulators paying closer attention to terms such as “100%,” “Natural,” “Pure,” and similar descriptors, companies operating in the food and beverage sector are expected to face higher standards of accountability in how products are presented to the public.
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