2 weeks ago
Six Food Companies Withdraw “100%” Claims After FSSAI Action
India’s food regulator asked companies to stop using “100%” on food labels and advertisements.
The regulator said food safety law does not define what this phrase means.
It warned that the claim could make products seem completely pure or better than they really are.
Several companies changed their packaging or advertisements after the regulator’s intervention.
Bonn Biscuits removed a claim from a biscuit advertisement.
Apis India and Emami corrected claims connected to Zhandu Honey.
Amway removed the phrase from its coconut oil packaging and promotions.
Juza Foods agreed to remove claims from baby food, while Masterchow Foods changed its ramen labeling.
One report calls the action involving five companies, but six companies are named.
FSSAI intervened against “100%” claims on food labels, packaging and promotional materials.
Bonn Biscuits removed a “100%” claim from an online advertisement for Jeera Bite Biscuits.
Apis India and Emami took corrective action over “100% Honey” claims on Zhandu Honey.
Amway India voluntarily removed “100%” from Persona Coconut Oil packaging and promotions, while old stock was discontinued and updated packaging was planned for September-October 2026.
Juza Foods and Masterchow Foods agreed to remove several “100%” and “100% Natural” claims from baby food and ramen products, respectively.
- Who
- The Food Safety and Standards Authority of India (FSSAI) and Amway India Enterprises, Apis India, Emami, Bonn Biscuits, Juza Foods and Masterchow Foods.
- What
- The companies withdrew or agreed to remove “100%” and related claims from food products, labels, packaging, websites or promotional materials.
- Where
- The affected products and marketing materials are sold or used in India; Juza Foods is based in Kerala.
- When
- The actions followed FSSAI intervention; Amway’s updated packaging was reported as being rolled out progressively from September-October 2026.
- Why
- FSSAI said “100%” is not defined under food safety law and could create a false impression of absolute purity or superiority.
Key facts
- Regulator
- Food Safety and Standards Authority of India (FSSAI)
- Companies named
- Amway India Enterprises, Apis India, Emami, Bonn Biscuits, Juza Foods and Masterchow Foods
- Affected claims
- “100%,” “100% Honey,” “100% Ragi,” “100% Vegan,” “100% Clean Ingredients” and “100% Natural”
- Bonn Biscuits action
- Removed a “100%” claim from an advertisement for Bonn Cummin Flavor Jeera Bite Biscuits
- Amway action
- Removed “100%” from Persona Pure Coconut Oil packaging and promotional material; old stock was discontinued from sales channels
- Juza Foods action
- Agreed to remove claims from baby food products, and its selling website was shut down pending rectification
- Relevant regulation
- Food Safety and Standards (Advertising and Claims) Regulations, 2018
- Reported discrepancy
- One article refers to five companies, although six food business operators are named
Sources
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