FSSAI orders Dabur to stop selling certain products with '100%' claims—Here's why

The food regulator said the terminology used by the company was ambiguous, unverifiable and potentially misleading to consumers.

According to India Today, the order covers a range of products, including honey, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water and coconut milk marketed with "100 per cent" claims.

FSSAI said some products listed on Dabur's website carried labels such as "100 per cent Natural," "100 per cent Pure," "100 per cent Purity Guaranteed," "100 per cent Organic," and "100 per cent Tender Coconut Water."

The regulator said these claims do not comply with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, adding that certain "100 per cent Organic" claims were unauthorised under the applicable regulations.

However, the action does not imply that the products are adulterated or unsafe. According to the report, FSSAI's objections relate solely to the products' labelling and marketing practices.

Responding to the notice, Dabur said it is reviewing the content highlighted by the regulator.

"We have received the FSSAI notice and are in the process of checking the content mentioned in the notice on our website," the company said in a statement, as quoted by India Today.