FSSAI Cracks Down on "100% Fruit Juice" Claims After MDH-Everest Controversy

New Delhi. The Food Safety Standards Authority of India (FSSAI) has instructed food companies to eliminate any assertions of ‘100% fruit juice’ from their product packaging and advertisements to combat deceptive advertising. This ruling specifically targets reconstituted fruit juices, which are composed of water, fruit concentrates, and pulp rather than solely freshly squeezed fruit juices.

Concern over misleading claim 

This decision comes in response to growing concerns regarding the misleading nature of the ‘100% fruit juice’ claim, which may mislead consumers into believing that the product is entirely made from fresh juice and is completely healthy, when in reality, it is made from reconstituted fruit juice.

FSSAI has issued this directive following multiple reports of food business operators (FBOs) utilizing the label to falsely advertise the health benefits of their products. However, FSSAI has granted these companies until September 1, 2024, to deplete all existing pre-printed packaging materials and ensure compliance with the standards for fruit juices as outlined in the relevant regulations.

What FSSAI observed? 

"FSSAI has observed that numerous FBOs have been inaccurately marketing various types of reconstituted fruit juices as 100% fruit juices," stated FSSAI in a Monday announcement. "After careful examination, FSSAI has determined that, in accordance with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, there is no provision for making a ‘100%’ claim."
The utilization of the 100% claim is misleading and deceptive, with no allowance in the Food Safety and Standards (Advertising and Claims) Regulations, 2018, for such a claim. "Such claims are misleading, particularly when the primary ingredient of the fruit juice is water and the main ingredient, for which the claim is made, is present only in limited concentrations, or when the fruit juice is reconstituted using water and fruit concentrates or pulp," explained FSSAI.

100% fruit juice claims 

This action stems from the misuse of ‘100% fruit juice’ labels by FBOs, and these businesses are instructed to comprehend and adhere to the standards for fruit juices as specified in the Food Safety and Standards (Food Products Standards and Food Additives) Regulation, 2011. All labels must comply with the Food Safety and Standards (Labelling and Display) Regulations, 2020.

Indicate reconstituted on the label 

Under these directives, all products reconstituted from concentrate must explicitly indicate ‘reconstituted’ on the label. Furthermore, if additional nutritive sweeteners are used and exceed 15gm/kg, the product must be labeled as ‘sweetened juice.’ These measures are part of FSSAI’s ongoing efforts to safeguard consumers and promote public health by regulating and supervising food safety standards throughout India.