The Food Safety and Standards Authority of India (FSSAI) issued an advisory in May 2025 stating that the term ‘100%’ is not defined in the Act and can give a false impression of purity. Six food businesses have acted on this guidance.
Amway India had ‘100% Pure Coconut Oil’ on its Persona coconut oil. After the regulator’s notice, the company voluntarily removed the phrase from packaging and advertising. Older stock with the claim was pulled from shelves, and new packaging will roll out by September‑October 2026.
Emami used ‘100% Honey’ on Zandu Honey. The brand complied by dropping the claim. Apis India also removed similar ‘100%’ statements from its honey products.
Bonn Biscuits advertised ‘100%’ for its Jeera Bite Biscuits. The claim was taken off the website after FSSAI’s intervention.
Kerala‑based Juza Foods faced multiple violations. The company used ‘100% Ragi’, ‘100% Vegan’, ‘100% Kerala Banana Powder’, ‘100% Sweet Potato Powder’ and ‘100% Clean Ingredients’ on baby foods. One ‘100% Vegan’ claim lacked the required endorsement. Juza agreed to remove the claims, shut its selling site temporarily, and is seeking licence changes to allow e‑commerce.
MasterChow Foods listed ‘100% Natural’ on its ramen noodles. The claim contradicted the advisory, and the use of ‘Natural’ on a composite food was not permitted under the 2018 regulations. The company has now removed the claim.
The FSSAI advisory urges all food companies to avoid ‘100%’ claims on labels, packaging and promotional material, as such language can mislead consumers about a product’s composition or quality.