New Delhi: The Food Safety and Standards Authority of India (FSSAI) has issued a directive to food business operators (FBOs) to eliminate any claims of “100% fruit juice” from their advertisements and packaging labels immediately. This move comes after FSSAI discovered several instances of misleading marketing practices concerning reconstituted fruit juices.
FSSAI’s review revealed that many FBOs have been inaccurately promoting their products as 100% fruit juices, despite these products being primarily composed of water, with limited concentrations of the actual fruit ingredient. Such claims are in violation of the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which do not permit 100% fruit juice claims under these circumstances.
Key Points from FSSAI’s Directive:
- Immediate Removal: All claims of 100% fruit juice must be removed from advertisements and packaging labels immediately.
- Packaging Transition: FBOs are allowed to use up their existing packaging materials until September 1, 2024.
- Compliance Requirements: FBOs must adhere to the standards outlined in section 2.3.6 of the Food Safety and Standards (Food Products Standards and Food Additives) Regulation, 2011.
- Ingredient Labeling: Products must be labeled in accordance with the Food Safety and Standards (Labelling and Display) Regulations, 2020.Specifically, juices made from concentrate must include the term “reconstituted” next to the juice name in the ingredient list.
- Sweetened Juice Labeling: If the product contains more than 15 gm/kg of added nutritive sweeteners, it must be labeled as “Sweetened juice.”
“Such claims are misleading, particularly when the major ingredient of the fruit juice is water and the primary 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,” stated the FSSAI.
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This regulatory action aims to ensure that consumers are not misled by inaccurate claims and that they can make informed choices based on truthful product information. The FSSAI has emphasized the importance of transparency and adherence to established standards to maintain consumer trust in the food industry.
Food businesses are urged to comply with these regulations promptly to avoid any legal repercussions and to continue fostering trust and integrity in their product offerings. For further information and updates, FBOs are encouraged to consult the official FSSAI website and relevant regulatory documents.
