The Food Safety and Standards Authority of India (FSSAI) has stepped up enforcement against food businesses using absolute “100%” claims on labels, packaging, websites and advertisements, saying such wording can mislead consumers.
Six businesses named by the regulator, Bonn Biscuits, Emami, Apis India, Amway India, Juza Foods and Masterchow Foods, have taken corrective action and removed or modified the claims. The action covers products ranging from biscuits and honey to coconut oil, baby food and ramen noodles.
FSSAI’s intervention is part of a broader effort to make food marketing more transparent and ensure consumers are not given an exaggerated impression of a product’s purity, composition or quality.
From ‘100% Pure’ To No Absolute Claims
The regulator’s action has affected several familiar products. Bonn Biscuits had used a “100%” claim in an advertisement for its 76-gm Bonn Cummin Flavor Jeera Bite Biscuits and has since removed the claim from its website.
Emami was flagged over a “100%” claim associated with Zandu Honey, while Apis India removed similar claims from its honey products.
Amway India was asked to address the use of “100% Pure Coconut Oil” for its Persona coconut oil.
The company subsequently submitted a compliance response confirming that it would remove “100%” from its packaging and promotional material and said old stock carrying the claim had been discontinued from sales channels.
The action also extends beyond major household names. Kerala-based Juza Foods removed “100%” claims from various baby-food products, while Masterchow Foods withdrew the claim from its ramen noodle product.
FSSAI has said the businesses took corrective measures after its intervention. In Amway India’s case, revised packaging has reportedly been finalised, with production using the new packaging under way and a progressive rollout expected from September-October 2026. Website listings are also expected to be updated.
Why FSSAI Is Questioning ‘100%’
The issue is not simply the presence of a number on a packet. A phrase such as “100% pure”, “100% natural” or “100%” used to suggest an absolute quality can shape how a consumer understands a product before they have even looked at its ingredients or other mandatory information.
FSSAI has therefore been pushing food businesses to avoid absolute claims where they may create a misleading impression.
The latest enforcement follows a broader regulatory focus on food labelling and advertising. FSSAI has initiated action against food business operators to discontinue the use of “100%” on labels, packaging and promotional or advertising material where the wording may mislead consumers.
The regulator has also taken action in other recent cases involving labelling, claims and advertisements, signalling greater scrutiny of how food products are presented to the public.
What This Means For Consumers
For shoppers, the development is a reminder that marketing language and nutritional or ingredient information are not the same thing.
A prominent claim on the front of a packet can attract attention, but consumers can make more informed decisions by checking the ingredient list, nutritional information, mandatory declarations and relevant certifications rather than relying solely on promotional phrases.
For food businesses, the message is equally clear: claims used to distinguish a product must be capable of standing up to regulatory scrutiny.
Removing an absolute claim does not by itself mean that a product is unsafe or that the underlying product has changed. In these cases, FSSAI’s intervention is focused on the way products were described and promoted to consumers.
The Logical Indian’s Perspective
Consumers should not have to decode exaggerated marketing language to understand what they are buying. Clear and honest labelling allows people to make choices based on facts rather than impressions, while responsible businesses can build longer-term trust by communicating what their products actually contain and what they can genuinely offer.
FSSAI’s enforcement is therefore an important step towards a marketplace where transparency matters as much as promotion.
At the same time, consistent enforcement and clear guidance will be essential so that both consumers and businesses understand exactly where legitimate product information ends and misleading marketing begins. Do you think stronger action against absolute claims like “100%” will make food labels more trustworthy for consumers?
Also Read: Maharashtra FDA Cracks Down On Mumbai Street Eateries, 5 Licences Suspended Over Food Safety Lapses
