That ‘100% natural’ label on your favourite food packet may not mean what you think. A phrase often used by food brands to project purity, authenticity or quality is now facing closer scrutiny from India’s food safety regulator.

The Food Safety and Standards Authority of India (FSSAI) has stepped up action against food business operators using ‘100%’ claims on product labels, packaging, advertisements and promotional material, warning that such absolute claims can create a misleading impression among consumers. 

The regulator’s intervention has already prompted several companies to remove or modify such claims from their products and marketing material.

Among the businesses facing action are Bonn Biscuits Private Ltd, Apis India Ltd, Emami Ltd, Amway India Enterprises Ltd, Juza Foods in Kerala and Masterchow Foods Pvt Ltd.

FSSAI’s concern centres on the way consumers interpret words such as ‘100% Pure’ and ‘100% Natural’.

While such phrases may appear to offer a simple assurance of quality, the regulator has pointed out that absolute claims of purity or naturalness may not always be objectively verifiable.

The crackdown is part of FSSAI’s wider effort to make food labelling and advertising more transparent and prevent marketing language from giving consumers an exaggerated impression of a product.

For shoppers, the action sends a clear message: a bold ‘100%’ printed on a food packet is not necessarily a guarantee of absolute purity.

FSSAI has directed food businesses to ensure that claims used on products and advertisements are clear, truthful, substantiated and compliant with applicable regulations.