In a significant move to enhance food safety standards, the Food Safety and Standards Authority of India (FSSAI) has issued a directive to all Food Business Operators (FBOs), instructing them to eliminate the label “100% fruit juice” from their product packaging and advertisements for reconstituted fruit juices. This mandate is part of FSSAI’s broader efforts to uphold public health by ensuring accurate food labeling and preventing misleading claims.
The FSSAI has emphasized that under the Food Safety and Standards (Advertising and Claims) Regulations of 2018, there is no legal basis for products to claim “100% fruit juice” when they are primarily composed of water with minimal amounts of actual fruit content, often in concentrated forms. This practice has been identified as particularly deceptive, as it misleads consumers into believing they are purchasing pure fruit juice.
In the directive, FSSAI highlighted that several FBOs have been promoting reconstituted juices—which involve adding water to fruit concentrates or pulp—as completely natural juices. This misleading advertising has led to numerous consumer complaints. To address these concerns, FSSAI’s warning underscores strict compliance and threatens stringent actions against any non-compliance.
FBOs have been given a deadline of September 1, 2024, to exhaust their existing stocks of pre-printed packaging materials that carry the misleading “100% fruit juice” label. Post this deadline, any continued use of such packaging will be subject to regulatory action.
Furthermore, the FSSAI has mandated that all products under these regulations must adhere to the specifications outlined in the Food Safety and Standards (Food Products Standards & Food Additives) Regulation of 2011. According to these standards, any product reconstituted from concentrate must clearly state “reconstituted” in the ingredients list. Additionally, products containing added nutritive sweeteners exceeding 15 gm/kg must be labeled as ‘Sweetened juice’ in accordance with the Food Safety and Standards (Labelling and Display) Regulations of 2020.
This directive is expected to have a substantial impact on major industry players such as Dabur, PepsiCo, and ITC, who will need to adjust their labeling and marketing strategies to comply with the new regulations. These companies will be required to review and modify their product packaging to eliminate any misleading information and ensure transparency with consumers.
The FSSAI’s initiative is a crucial step towards ensuring that consumers are well-informed about the products they purchase. By enforcing these regulations, the authority aims to build trust in food labeling and promote healthier choices among consumers. This move also aligns with global best practices in food safety and labeling, setting a higher standard for the Indian food industry.
Industry experts believe that while this directive may pose initial challenges for FBOs, it ultimately fosters a more honest and health-conscious market environment. The transition period provided by FSSAI allows companies to adapt to the new requirements, thereby minimizing disruption while ensuring compliance.
As the deadline approaches, it will be important for consumers to remain vigilant and report any instances of non-compliance, thus supporting FSSAI’s efforts to safeguard public health through accurate food labeling.
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