FSSAI notices The Whole Truth on 'no added sugar' claims after Paul & Mike complaint
Regulator's show-cause on date-sweetened dark chocolate bars forces relabel to 'sweetened with dates'. Founder concedes change despite ₹215.8 cr FY25 revenue (3.3x YoY) and $80M backing from Sofina, Peak XV, Sauce.vc. Signals tightening scrutiny of clean-label D2C food claims.
What happened
FSSAI issued a show-cause notice to D2C chocolate brand The Whole Truth over 'no added sugar' claims on date-sweetened bars after rival Paul & Mike complained.
Key facts
- FY25 revenue ₹215.8 cr vs ₹64.9 cr YoY
- $80M raised
- India chocolate market $2.53B (2025) to $3.93B (2031)
- date powder GI 43 vs sugar 65
- 22g sugar/100g in 70% dark bar
Why this matters
Rival-weaponized regulatory action against an $80M-backed challenger signals incumbents now have a cheap playbook to slow D2C insurgents—factor enforcement risk into category entry and target screens.