FSSAI orders removal of "100% fruit juice" label from drinks

The Food Safety and Standards Authority of India (FSSAI) has issued a strong directive to all Food Business Operators (FBOs) to remove the label "100% fruit juice" from packaging and advertisements for reconstituted fruit juices.

This move is part of FSSAI's commitment to enhance public health by regulating food safety standards across the country.

The FSSAI highlighted that the Food Safety and Standards (Advertising and Claims) Regulations of 2018 do not legally support the "100% fruit juice" claim, especially when products are mainly water with minimal or concentrated fruit content.

The directive emphasizes that several FBOs have been misleading consumers by promoting reconstituted juices as completely natural. In light of numerous consumer complaints, the FSSAI has mandated strict compliance, warning of severe action against any non-compliance.

FBOs have until September 1, 2024, to use their existing packaging materials. The directive also requires products to adhere to the Food Safety and Standards (Food Products Standards & Food Additives) Regulation of 2011 and the Food Safety and Standards (Labelling and Display) Regulations of 2020.

This decision will significantly impact major industry players like Dabur, PepsiCo, and ITC, compelling them to revise their labeling and marketing strategies.