The Food Safety and Standards Authority of India (FSSAI) has issued a regulatory notice to SAJ Food Products, the parent company of the popular brand Bisk Farm, over potentially misleading claims on its “Eat Fit Digestive” and “Eat Fit Atta Marie” biscuits
The manufacturer has been directed to furnish an explanation within 7 days, failing which regulatory action will be initiated under the provisions of the FSS Act, 2006.
The notice follows allegations that the product’s marketing claims may be misleading to consumers. The complaint alleged that the product’s front label claimed “100% Atta,” while the ingredients list declared only 72.33% atta. FSSAI said it found multiple instances of non-compliance with the labelling and advertising claims made for the product.
According to the regulator, the “No Added Sugar” claim was misleading because the biscuits contain maltodextrin and glucose syrup solids. It also said the “100% Atta” claim was misleading, as the product contains other ingredients and additives and does not comply with FSSAI’s advisory against using “100%” claims.
The regulator further said the use of the product name “Eat Fit Digestive” requires scientific justification under the Food Safety and Standards (Advertising & Claims) Regulations, 2018.
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Naresh Khanna – 10 February 2025
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