The Food Safety and Standards Authority of India (FSSAI) has stepped up action against food business operators (FBOs) using the term “100%” on product labels, packaging, websites and promotional or advertising materials, saying such claims can create a misleading impression among consumers.
Following regulatory intervention, six food businesses have taken corrective action and withdrawn “100%” claims from their products or advertisements, according to FSSAI. The regulator’s latest social media post says five FBOs have taken corrective action, but the accompanying list names six companies.
The companies listed by FSSAI are Bonn Biscuits Private Limited, Emami Ltd, Juza Foods, Kerala, Amway India Enterprises Pvt. Ltd, MasterChow Foods Pvt. Ltd and Apis India Ltd.
Among the cases highlighted by FSSAI, Bonn Biscuits removed a “100%” claim from an advertisement for its Bonn Cummin Flavor Jeera Bite Biscuits. Emami took corrective action regarding a “100%” claim associated with Zhandu Honey, while Apis India removed similar claims from its honey products.
Amway India Enterprises had used the claim “100% Pure Coconut Oil” for one of its products. Following FSSAI’s intervention, the company confirmed that it was voluntarily removing the term “100%” from its packaging and promotional materials. It also informed the regulator that old stock carrying the claim had been discontinued from sales channels.
Juza Foods, Kerala, removed “100%” claims from various baby food products, while MasterChow Foods removed the claim from its Ramen Noodle product, according to reports based on FSSAI’s action.
Why FSSAI Is Targeting ‘100%’ Claims
FSSAI has maintained that the term “100%” is not defined under the Food Safety and Standards Act, 2006, or the applicable regulations. In May 2025, the regulator had advised food businesses against using “100%” on food labels, packaging and promotional content because the term could create an impression of absolute purity or superiority.
Under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, claims are required to be truthful, unambiguous, meaningful and not misleading. FSSAI has said that an absolute “100%” claim, whether used alone or alongside terms such as “pure” or “natural”, could lead consumers to believe that competing products are inferior or do not meet regulatory standards.
The latest enforcement action indicates that FSSAI is moving beyond its earlier advisory towards more active monitoring and corrective action against food businesses using such claims.
The regulator has also introduced a mechanism through the Food Safety Connect app and FoSCoS portal that allows consumers to report misleading claims on packaged food products. Consumers can submit details including images of the product label, the FSSAI licence or registration number and, where applicable, the online sales URL.
FSSAI’s latest intervention is aimed at strengthening transparency in food labelling and advertising and ensuring that consumers are not influenced by claims that may give an exaggerated impression of a product’s purity, quality or superiority.