FSSAI forces The Whole Truth to drop 'no added sugar' claims on date-sweetened bars
Show-cause notice from FSSAI compels D2C clean-label brand The Whole Truth to relabel date-sweetened protein bars and chocolates as 'sweetened with dates,' citing sugar-substitute disclosure rules. The move tightens scrutiny on clean-label marketing across the D2C snacking shelf.
What happened
FSSAI show-cause notice forces D2C clean-label snack brand The Whole Truth to drop 'no added sugar' claims on date-sweetened protein bars and chocolates,
Why this matters
FSSAI's clean-label crackdown creates near-term distress in D2C better-for-you snacking valuations—watch for relabeling-driven inventory write-downs and brand repositioning costs that could open inbound conversations with category consolidators.