FSSAI Mandates Immediate Removal of ‘100% Fruit Juice’ Claims from Labels and Ads

To uphold transparency and protect consumers, the Food Safety and Standards Authority of India (FSSAI) has issued a directive requiring food business operators (FBOs) to remove any claims of ‘100% fruit juice’ from the labels and advertisements of reconstituted fruit juices with immediate effect.

The FSSAI, in its statement on June 3, 2024, has clearly stated that many FBOs have been inaccurately promoting reconstituted fruit juices as ‘100% fruit juice.’ Upon thorough examination, it was determined that such claims are not supported by the Food Safety and Standards (Advertising and Claims) Regulations of 2018, which lack provisions for making a ‘100%’ claim on reconstituted products.

Reconstituted fruit juices are those made from concentrate by adding water, often with other ingredients other than pure fruit pulp. According to FSSAI, these products do not qualify for the ‘100% fruit juice’ label, particularly when the primary ingredient is water and the actual fruit content is limited.

The FSSAI's examination has revealed that such claims are misleading to consumers, who might believe they are purchasing pure fruit juice, while they are buying a product largely made up of water and reconstituted concentrate.

FBOs have also been instructed to remove all existing pre-printed packaging materials that carry the '100% fruit juice' claim by September 1, 2024. This transition period allows businesses to comply with the new regulation without incurring excessive waste.

The directive underscores the necessity for FBOs to adhere to standards outlined in sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011.

This regulation mandates that products must be labelled by the Food Safety and Standards (Labelling and Display) Regulations, 2020. Specifically, any reconstituted juice must mention the term "reconstituted" in the ingredient list, ensuring transparency about the nature of the product.

Furthermore, if added nutritive sweeteners exceed 15 grams per kilogram, the product must be labelled as 'Sweetened juice'. This requirement will provide consumers with accurate information about the sugar content in their beverages, promoting informed choices and healthier consumption patterns.

The FSSAI's directive reflects its commitment to safeguarding public health through stringent food safety standards and transparent labelling practices. By enforcing these regulations, the FSSAI seeks to eliminate deceptive marketing tactics and ensure that consumers are well-informed about the true nature of the products they purchase.