The Food Safety and Standards Authority of India (FSSAI) has issued show-cause notices to eight prominent food companies for using deceptive brand names, trade names, and product claims that violate the Food Safety and Standards Act, 2006.
The move targets “health-washing” tactics, where brands imply superior health or dietary benefits through naming or labeling without adequate proof or certification. Companies served notices include Emami Healthy & Tasty, Health Aid, Troovy, The Healthy Factory, Healthy Master, Healthy Choice, Plan B, and Neuherbs.
FSSAI has directed all food business operators (FBOs) to strictly comply with established labeling and display regulations to prevent consumer deception. The authority flagged multiple instances where corporate descriptions misled consumers about ingredient composition or certification status.
Emami Healthy & Tasty was cited for a cooking oils brand name likely to mislead buyers and contradict food safety norms. Plan B promoted items under a ‘plant-based vegan’ label without securing mandatory official vegan endorsement under its FSSAI license. The Healthy Factory marketed products like ‘Zero Maida Whole Wheat Bread’ and ‘Zero Maida Pizza Base’ despite containing wheat gluten and alternative flours, undermining the claim.
Neuherbs used the trade line ‘True Vitamin,’ an undefined term under regulatory frameworks. Troovy labeled vegetable, ragi, and moong dal chips as “healthy” despite including compound ingredients that do not justify the descriptor. Healthy Master’s tagline ‘Vision to serve healthy’ was flagged for projecting an unchecked impression of natural purity. Healthy Choice was cited for ‘Healthy food for Healthy life Poha,’ while Health Aid’s brand name was called out for suggesting broad, unregulated wellness benefits.
Other products mentioned include Organic Wisdom, Shine Organic, Two Brothers Organic Farms, World of Organic, Storia Juice Pomegranate, and Iota Water. This wave of notices marks a shift toward zero-tolerance labeling compliance in the FMCG sector, following earlier actions against “100% fruit juice” claims and misuse of the term ‘ORS’ for unapproved formulations.
The companies have been told to respond to the notices and legally validate their claims or face punitive fines, mandatory rebranding, and packaging overhauls.
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Naresh Khanna – 10 February 2025
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