FSSAI action prompts food brands to withdraw or revise ‘100%’ claims
Amway, Apis, Emami, Bonn Biscuits, Juza Foods and Masterchow Foods have removed or corrected select ‘100%’ food claims following FSSAI intervention. The regulator says such messaging can mislead consumers and must meet its 2018 advertising rules; Amway plans a phased packaging update by September-October 2026.
What happened
FSSAI interventions prompted Amway, Apis, Emami, Bonn Biscuits, Juza Foods and Masterchow Foods to remove or correct “100%” food claims. The regulator says such
Key facts
- 100%
- September-October 2026
- 2018
Why this matters
In diligence, assess target brands’ advertising-claim substantiation, packaging-change exposure and potential remediation liabilities, especially where absolute purity or quality claims drive demand.