The Whole Truth to drop 'no added sugar' label on date-sweetened chocolates after FSSAI notice
The clean-label chocolate brand will revise packaging following an FSSAI show-cause notice triggered by rival Paul & Mike. The action signals tighter regulatory scrutiny of health claims across India's healthy snacking category, even as the brand's revenue jumped from Rs 64.9 cr in FY24 to Rs 215.8 cr in FY25.
What happened
The Whole Truth will drop 'no added sugar' claims on date-sweetened chocolates after an FSSAI show-cause notice triggered by rival Paul & Mike, signaling
Key facts
- FY25 revenue Rs 215.8 crore
- FY24 revenue Rs 64.9 crore
Why this matters
Regulatory tightening on health claims raises the bar for diligence on D2C clean-label targets—price in label-revision costs and competitor-led complaint risk when underwriting healthy snacking deals.