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.
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 tighter scrutiny of clean-label health claims across India's healthy snacking category.
Why this matters
After whey-driven price hikes of 10-40% earlier this year, The Whole Truth now faces label scrutiny, exposing dual pressure on clean-label brands: input costs and regulatory claims compliance.
Retail-brand signals steady at 552 over the last 90 days, with regulatory and cost pressures dominating recent activity.