FSSAI forces The Whole Truth to scrap 'no added sugar' claims; dates ruled free sugars
FSSAI notice compels The Whole Truth to revise 'no added sugar' labels on protein bars and muesli, ruling that dates contribute free sugars. Move is part of a broader regulator crackdown on misleading nutrition claims using natural sweeteners like honey, jaggery, and fruit concentrates—threatening clean-label positioning across India's better-for-you packaged foods category.
What happened
FSSAI notice forces The Whole Truth to revise 'no added sugar' labels on protein bars and muesli, ruling that dates contribute free sugars. Part of broader
Why this matters
Distressed clean-label brands losing claim defensibility could become acquisition targets, while reformulation IP and genuinely sugar-free platforms gain strategic premium.