India's FSSAI Orders Food Companies to Halt Misleading '100% Fruit Juice' Labels

The Food Safety and Standards Authority of India (FSSAI) has issued a directive to food companies, instructing them to stop labeling reconstituted fruit juices as '100% fruit juice'. This decision follows the discovery that several companies were inaccurately marketing these products, misleading consumers.

Reconstituted fruit juices are made by mixing fruit concentrate with water. Despite this, some companies have been claiming that these products are '100% fruit juice', which the FSSAI has found to be misleading. The regulatory body has emphasized that there are no provisions in the Food Safety and Standards (Advertising and Claims) Regulations, 2018, that allow for such claims.

The FSSAI has mandated that food business operators (FBOs) must immediately remove any '100% fruit juice' claims from their labels and advertisements. However, companies are allowed to use their existing pre-printed packaging materials until September 1, 2024. This grace period is intended to help businesses transition to compliant labeling without incurring significant waste.

In a statement, the FSSAI highlighted the misleading nature of such claims, particularly when the major ingredient of the fruit juice is water and the primary ingredient is present only in limited concentrations. The authority stated, 'It has come to the attention of FSSAI that several FBOs have been inaccurately marketing various types of reconstituted fruit juices by claiming them to be 100 per cent fruit juices.'

Why this matters: This decision has broader implications for consumer protection and trust in the food industry. If left unchecked, misleading labeling can lead to health issues and financial losses for consumers.

To comply with the new directive, FBOs must ensure that the word 'reconstituted' is mentioned in the ingredient list against the name of the juice that is reconstituted from the concentrate. Additionally, if added nutritive sweeteners exceed 15 gm/kg, the product must be labeled as 'Sweetened Juice'. These requirements are in line with the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011, and the Food Safety and Standards (Labelling and Display) Regulations, 2020.

The FSSAI's actions are part of its broader mandate to protect and promote public health through the regulation and supervision of food safety standards across India. By ensuring that food labels accurately reflect the contents of the products, the FSSAI aims to prevent consumers from being misled and to promote informed decision-making.

Key Takeaways

• FSSAI directs food companies to stop labeling reconstituted fruit juices as '100% fruit juice'.
• Reconstituted juices are made by mixing fruit concentrate with water, not 100% fruit juice.
• Companies must remove misleading claims from labels and ads by September 1, 2024.
• FBOs must mention 'reconstituted' in the ingredient list and follow labeling regulations.
• FSSAI aims to protect public health by ensuring accurate labeling and preventing consumer deception.