Mondelez India Foods, the company behind Bournvita and Cadbury, has withdrawn certain health and nutrient-comparison claims flagged by the Food Safety and Standards Authority of India (FSSAI), according to a report by The Hindu.
The company has also removed advertisements carrying the flagged claims from e-commerce platforms, as the food regulator intensifies its scrutiny of misleading advertising, product claims and labelling practices across the industry.
FSSAI has issued more than 150 notices to food and beverage companies, including Nestlé India, PepsiCo, Coca-Cola India, Abbott India, Red Bull India, Danone India, Monster Energy India, Ferrero India and Kenvue.
Bournvita has previously faced scrutiny over its nutritional claims and sugar content. In 2023, the brand came under public criticism over its positioning as a health and nutritional product, particularly in its communication aimed at children.
The latest enforcement drive has also prompted action from other companies. Amway India has removed the term “100%” from its “100% Pure Coconut Oil” packaging and promotional material, while also dropping 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 an FSSAI advisory issued in May 2025, directing food businesses to discontinue the use of “100%” on labels, packaging and promotional material. The regulator had said that such terminology could create an impression of absolute purity or superiority and potentially mislead consumers.
FSSAI has also widened its enforcement efforts beyond manufacturers, issuing notices to e-commerce platforms and food-service establishments. The regulator has issued 12 notices to e-commerce companies and more than 30 notices to food-service establishments, including major restaurant chains.
The latest action underscores growing regulatory scrutiny of how food and beverage brands communicate health, nutritional and product superiority claims. For companies, the focus is increasingly shifting towards ensuring that marketing claims are substantiated, accurately presented and compliant across advertising, packaging and digital commerce channels.
