FSSAI forces The Whole Truth to drop 'no added sugar' claim on date-sweetened range
A show-cause notice from FSSAI has pushed clean-label D2C brand The Whole Truth to swap 'no added sugar' labels for 'sweetened with dates' across its date-based snacks. The move tightens enforcement of sweetener-claim norms and puts other clean-label challengers leaning on natural sugars on notice.
What happened
FSSAI show-cause notice forces D2C clean-label snack brand The Whole Truth to drop 'no added sugar' claims on date-sweetened products, replacing them with
Why this matters
Expect a wave of label revisions and possible product repositioning across date- and fruit-sweetened challengers, opening windows to acquire smaller brands struggling to defend their clean-label narrative.