Mondelez India Foods, the company behind popular products like Bournvita and Cadbury, has taken steps to retract its health and nutrient-comparison claims. This move comes after the Food Safety and Standards Authority of India (FSSAI) issued a notice, prompting the company to also remove associated advertisements from various online retail platforms.
FSSAI Intensifies Crackdown on Deceptive Food Marketing
This action is a component of a wider enforcement drive by the FSSAI targeting misleading marketing practices, inaccurate claims, and labeling violations within the food industry. The regulator has served more than 150 notices to numerous food manufacturers, including prominent names such as PepsiCo India, Coca-Cola, Abbott India, Red Bull, Danone India, Monster Energy India, Ferrero India, and Kenvue.
Many major Food Business Operators (FBOs) have reportedly taken swift corrective measures in response to the FSSAI's notices. These actions include withdrawing misleading label claims and revising product packaging to ensure consumer safety and compliance with regulatory standards.
Bournvita's History with Regulatory Scrutiny
Bournvita had previously come under regulatory scanner in 2023, primarily concerning its sugar content and various nutritional assertions, particularly those featured in advertisements aimed at children. The latest enforcement aligns with an FSSAI advisory issued in May 2025, which urged food businesses to cease using the term "100%" on labels and marketing materials, citing its potential to imply absolute purity or superiority.
Industry-Wide Compliance and New Focus Areas
The FSSAI's persistent push has led to similar corrections across the food industry. Amway India, for instance, has discontinued its "100% Pure Coconut Oil" branding and promotional content, while also re-labeling its caffeinated XS product line by removing the "Energy Drink" tag. Similarly, Kerala-based Juza Foods has agreed to retract claims such as "boost immunity" and "support stronger bones," alongside comparative calcium assertions on its baby food products.
The regulatory body has expanded its enforcement scope to include online marketplaces and food service providers. The FSSAI has issued 12 notices to various e-commerce entities and over 30 to food service operators, encompassing several prominent restaurant chains. These actions underscore the regulator's commitment to ensuring that all food-related claims are credible and do not mislead consumers, though maintaining long-term compliance remains a significant challenge.