FSSAI bars Dabur from selling products over misleading ‘100%’ claims

FSSAI has directed Dabur India Limited to stop selling several food products over misleading '100%' claims and alleged misuse of the Jaivik Bharat logo. The company has been asked to withdraw the affected products and submit a compliance report within 15 days.

Hyderabad: The Food Safety and Standards Authority of India (FSSAI) has issued orders barring Dabur India Limited from selling several of its major food products over the use of misleading ‘100%’ claims.

The action covers popular household items sold on the company’s website, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk.

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According to the regulator, the items were found featuring labels such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’, and ‘100% Tender Coconut Water’ in contravention of the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

Further violations cited in the notice include the unauthorised use of the ‘Jaivik Bharat’ logo for Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, without a valid FSSAI organic endorsement.

Dabur Hommade Coconut Milk was marketed under a ‘100% Purity’ claim, which is legally impermissible for compound food products, FSSAI said.

The enforcement follows an earlier notice directing discontinuance of misleading ‘100%’ claims. With Dabur failing to take satisfactory corrective action, the regulator escalated the matter.

Dabur India Limited was directed to halt the sale of all identified products as well as any other food items featuring similar misleading labels, and submit a comprehensive action taken report within 15 days.