FSSAI steps up scrutiny of ‘healthy’ food claims, pushing brands to revise labels and ads
India’s food regulator has issued notices over misleading health claims, increasing compliance pressure on health-food brands. ASCI said 85% of 158 food and beverage digital ads it flagged between January and June required modifications.
What happened
FSSAI has issued notices over misleading health claims, forcing food and beverage brands to revise labels, packaging and ads. ASCI says 85% of 158 flagged
Key facts
- 85% of 158 food and beverage digital ads flagged by ASCI between January and June required changes
- $761.4 million funding attracted by health and nutrition brands between 2021 and July 2026
- TruNativ closed a $30 million deal with OrbiMed Advisors
- The Whole Truth raised about $51 million led by Sofina and Sauce VC
- Open Secret raised $5.2 million from Desai Brothers Group including institutional debt
- India health food market valued at $25.8 billion in 2025
- Market projected to reach $59.8 billion by 2034 at a 9.79% CAGR
- Example cited: 60-gram healthy chips pack claiming 10 grams of protein
Why this matters
Prioritize targets and partnerships with documented regulatory capabilities, validated claims and adaptable packaging systems, while discounting brands reliant on aggressive wellness marketing.