The Central Consumer Protection Authority (CCPA) has imposed a ₹1 lakh penalty on Pladis India Pvt Ltd, formerly known as United Biscuits Pvt Ltd, over the marketing of McVitie’s Wholewheat Marie biscuits.
The action follows the authority’s finding that the prominent “Wholewheat” claim on the product’s packaging could give consumers a misleading impression about the biscuit’s actual composition.
The CCPA passed the order on August 28, 2026, after examining the product’s packaging and ingredient declaration.
What did the CCPA find?
According to the order, the biscuits contained 19.5% whole wheat flour, while refined wheat flour, or maida, accounted for 52% of the product.
The authority noted that the word “Wholewheat” was prominently displayed on the packaging, along with imagery of wheat. It said this presentation could lead an average consumer to believe that whole wheat flour was the predominant ingredient in the biscuits.
The matter came to the CCPA’s attention after it took suo motu cognisance of an online article that raised concerns about products being promoted with claims such as “healthy”, “natural” and “organic”. McVitie’s Wholewheat Marie biscuits were among the products highlighted.
The CCPA subsequently referred the matter to its investigation wing. The Directorate General of Investigation submitted its report on July 16, 2026.
What did Pladis India argue?
During the proceedings, Pladis argued that “McVitie’s Wholewheat Marie” was a registered trademark and that the term was being used as a brand identifier rather than as a representation of the biscuit’s actual composition.
The company also pointed to a disclaimer on the front of the packaging stating that the term was only a trademark and did not represent the product’s true nature.
The company maintained that “wholewheat” was intended to distinguish the product from regular Marie biscuits made with refined wheat flour.
CCPA rejects trademark and disclaimer defence
The CCPA did not accept the company’s argument that the registered trademark protected the use of “Wholewheat” from scrutiny.
The authority held that the prominent representation on the front of the pack had to be considered from the perspective of an ordinary consumer. It found that a comparatively less prominent disclaimer could not neutralise an impression created by the main representation.
The authority therefore treated the presentation as misleading and as an unfair trade practice under consumer protection law.
What has the company been ordered to do?
Along with the ₹1 lakh penalty, the CCPA directed Pladis to discontinue the allegedly misleading advertisement across print, electronic and social media platforms.
The company was also directed to modify the packaging of the product and remove the disputed “Wholewheat” claim from new packaging.
During the proceedings, the company offered to revise the packaging and requested nine months to transition from existing packaging material. The CCPA, however, directed that fresh packaging be modified from the date of the order.
The company has also been instructed to submit a compliance report within 15 days.
Why the case matters for food packaging
The order places the focus on how prominent claims on food packaging are understood by consumers, rather than only on information contained in the ingredient list.
In this case, the CCPA’s concern was not simply that whole wheat was present in the biscuits. The issue was whether prominently describing the product as “Wholewheat”, alongside wheat imagery, could create an inaccurate impression about the product’s composition.
The regulator’s action means companies cannot necessarily rely on a trademark or a small qualifying disclaimer if the overall presentation of a product is found to be misleading.
FAQs
1. Why did the CCPA fine Pladis India?
The CCPA imposed a ₹1 lakh penalty after finding that the prominent “Wholewheat” representation on McVitie’s Wholewheat Marie biscuits could mislead consumers about the product’s composition.
2. How much whole wheat flour did the biscuits contain?
According to the CCPA findings, the biscuits contained 19.5% whole wheat flour. Refined wheat flour, or maida, accounted for 52% of the product.
3. What did Pladis India say about the Wholewheat name?
The company argued that “McVitie’s Wholewheat Marie” was a registered trademark and that the term was being used as a brand identifier. It also pointed to a disclaimer on the packaging.
4. What did the CCPA order the company to change?
The CCPA directed the company to discontinue the disputed advertising and modify new packaging to remove the misleading “Wholewheat” representation.
5. When was the CCPA order issued?
The CCPA passed the order on August 28, 2026. The investigation report preceding the order was submitted on July 16, 2026.
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