Bournvita maker acts after notice as FSSAI steps up crackdown on misleading claims

Mondelez India Foods, maker of Bournvita and Cadbury products, has withdrawn health and nutrient-comparison claims flagged by the Food Safety and Standards Authority of India (FSSAI), along with related advertisements from e-commerce platforms, as the regulator steps up action against misleading food claims.

The action is part of a wider drive in which FSSAI has issued more than 150 notices to food companies over misleading advertisements, false claims and labelling violations. Nestlé India, PepsiCo, Coca-Cola India, Abbott India, Red Bull India, Danone India, Monster Energy India, Ferrero India and Kenvue are among companies named by the regulator.

The Bournvita issue had drawn scrutiny in 2023 over its sugar content and nutritional claims, particularly its marketing to children.

The latest corrective-action drive has also prompted Amway India to remove “100%” from its “100% Pure Coconut Oil” packaging and promotional material and drop the “Energy Drink” descriptor from its caffeinated XS range. Kerala-based Juza Foods has agreed to withdraw claims including “boost immunity”, “support stronger bones” and comparative calcium claims from its baby-food products.

The action follows FSSAI’s May 2025 advisory asking food businesses to discontinue the use of “100%” on labels, packaging and promotional material, arguing that the term can imply absolute purity or superiority.

FSSAI has also widened enforcement to e-commerce platforms and food-service establishments, issuing 12 notices to e-commerce companies and more than 30 to food-service establishments, including major restaurant chains.

The regulator’s latest action underlines its focus on ensuring that food claims are substantiated and do not mislead consumers. The challenge, however, will be to ensure sustained compliance after companies withdraw or modify the claims.