The Food Safety and Standards Authority of India (FSSAI) has taken a strong stand against FMCG major Dabur India, calling its “100% fruit juice” label on Real brand juices misleading and non-compliant with Indian food safety laws. The matter is currently being heard by the Delhi High Court.
FSSAI Challenges Dabur’s Packaging Claims
In an affidavit filed on April 23, FSSAI asserted that the term “100% fruit juice” is not permitted under the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulatory body argued that such claims could mislead consumers into believing the product contains no added ingredients, which is not always the case.
FSSAI’s legal filing follows its earlier June 2024 directive asking food business operators (FBOs) to stop using such labels and advertisements.
Dabur’s Defense: “Legally Sound and Compliant”
Dabur India, which manufactures the popular Real and Real Activ fruit juice brands, has challenged the FSSAI’s order in court, calling it “legally unsound” and based on a misinterpretation of regulations. According to Dabur, the Real Activ juice is a reconstituted product—made by adding water to fruit concentrate—without any added sugar, thereby restoring the product to its natural form.
The company further maintained that it has complied with all relevant FSSAI standards.
Scientific Panel and Regulation Breach
FSSAI, however, countered Dabur’s position by citing inputs from its Scientific Panel on Labelling and Claims/Advertisements (SP-08), stating that the use of “100%” in this context violates Regulation 2.3.6 of the 2011 Food Products Standards and Food Additives Regulations.
What’s Next?
The case is still pending, with the next hearing scheduled for July 7, 2025. As of now, Dabur has not received any interim relief from the court.
This development also comes at a tough time for the company, whose stock recently fell over 7%, hitting a four-year low following a weak Q4 update.
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