FSSAI directs food business operators not use '100 percent' claims in food labelling and promotions, issues advisory

Bhubaneswar, June 7 -- https://images.odishatv.in/uploadimage/library/16_9/16_9_0/FSSAI_1723977303.jpg

The Food Safety and Standards Authority of India (FSSAI) has raised a red flag over the increasing use of the phrase "100%" in food-related branding, warning that it may deceive consumers.

In a recent advisory, the country's top food safety body instructed all Food Business Operators (FBOs) to avoid using the term on product packaging, labels, or advertisements.

According to FSSAI, the phrase lacks a clear definition in existing guidelines and can easily be misinterpreted, leading to unrealistic consumer expectations. The advisory, issued recently, noted a growing trend in the indiscriminate use of "100%" claims, prompting the regulator...