FSSAI’s hunter on food brands: Many big names including Saffola, Kinder Joy and Bikanerwala on radar, ‘100% natural’ claims will be exposed – ..

The government has cracked down on companies that attract customers by making tall and attractive claims on packaged food products available in the market. Food Safety and Standards Authority of India (FSSAI), the body that monitors the purity and standards of food items in the country, has intensified its nationwide action against misleading advertisements, wrong branding and violation of rules. In this series, the regulator has issued a strict notice to many of the country’s leading food companies like Saffola Oil, Kinder Joy, Bikanerwala, Masterchow and Raw Pressery and their selected products and sought their response.

Questions raised on Saffola Oil’s ‘Heart Pro’ and heart health claims

According to the official statement of FSSAI, the claims made on many renowned products sold in the market can directly confuse and mislead the common consumers. Under this action, the very popular cooking oil of Marico company ‘Saffola Total Heart Pro Multi Source Cooking Oil’ Serious questions have been raised on the use of heavy words like ‘Heart Pro’ and pictures related to heart on (Saffola Total Heart Pro). The food regulator clearly says that such branding may create a misconception among the general public that this oil is some special medicine or authorized product for completely curing heart diseases or magically beneficial.

These 7 popular products and brands came under investigation

FSSAI’s keen eye is not limited to cooking oil only, but it has also taken many other famous brands of different categories under its radar, the list of which is as follows:

• AS-IT-IS Atom PWR Whey XL: Testing claims about health supplements and protein powders.

• Silken Tofu: Violation of branding and packaging standards.

• MasterChow Noodles: Clarification on preservatives and advertisements.

• Children’s Joy: Verification of claims made on coated wafer biscuits.

• Pluckk Mango Fruit Juice: Actual quantity and packaging claims of fruit juice.

• Raw Pressery and Natural Paneer: Questions over claims of purity and naturalness.

Proof sought on claims of ‘100% natural’ and ‘No Added Sugar’

Often companies use big letters on packets for their own benefit. ‘100% Natural’, ‘100% Veg’, ‘No Added Sugar’ (without added sugar) and ‘Rich in Milk Solids’ (rich in milky elements) FSSAI has now taken a tough stand on the scientific veracity of these claims and has sought concrete evidence and clarification from the companies. The regulator also found that some companies are advertising their generic food products as if they provide any medical benefits or can cure a particular disease, which is completely illegal under the Food Safety Act.

Action on fungus in Bikanerwala’s kitchen and curd of Param Dairy

famous food chain Bikanervala Has also come under the scanner of this action. Following a complaint from a consumer, which revealed employees serving food in the kitchen area and ignoring hygiene rules, a strict show cause notice has been issued to Bikanerwala.

Moreover, in case of compromising the health of the customers Param Dairy Notice has also been sent to. Serious complaints were received about fungus (ulli) being found in the curd and rabri of Param Dairy. FSSAI has warned in blunt words that branding, packaging and advertising of all food products sold in the country should be completely transparent in accordance with government rules, so that consumers can get correct information. Strict legal action like heavy fines and cancellation of license will be taken against brands violating the rules.