The use of the words "100% pure" and "natural" on food packages cannot be taken as a promise of quality. The Food Safety and Standards Authority of India (FSSAI) has stepped up efforts against such practices, labeling them misleading.

In response to the regulator's tough approach, six companies have stripped their food products' packaging, labels, websites, and other advertisements of the "100%" claim.

According to the authority, such claims may cause confusion regarding the total purity, quality, or superiority of the product among consumers. In some cases, even the consumers get deceived.

This certainly shows that FSSAI is stepping up its enforcement efforts against such misleading statements. Consumers are being advised to report misleading advertisements on food packages through the Food Safety Connect application and the FOSCO portal.

A picture of the food packets, the registration/license number of the product, and the relevant link if the product is available online can be sent alongside the complaint.

In fact, the term "100%" is not defined as an official identifier of a specific quality in the Food Safety Act.

In May 2025, the FSSAI advised food businesses to avoid such claims on labels, packaging, and promotional materials. It stated that such claims must be accurate and clear.

According to the authority, Bon Biscuits has removed such a claim from its advertisement for Bon Cumin Flavored Jeera Bite Biscuits.

Emami has removed "100%" claims from its honey products, Jandu Honey, and Apis India. Similarly, Amway India has also confirmed removing such claims from its coconut oil. The old packets are being removed from the sales system, and new packaging is being implemented.

Juja Foods of Kerala has removed the "100%" label from the packets of its baby food products, such as ragi, banana powder, and sweet potato powder. Mastercha Foods also won't claim its ramen noodle product is 100% natural.

The use of the words "100% pure" and "natural" on food packages cannot be taken as a promise of quality. The Food Safety and Standards Authority of India (FSSAI) has stepped up efforts against such practices, labeling them misleading.

In response to the regulator's tough approach, six companies have stripped their food products' packaging, labels, websites, and other advertisements of the "100%" claim.

According to the authority, such claims may cause confusion regarding the total purity, quality, or superiority of the product among consumers. In some cases, even the consumers get deceived.

This certainly shows that FSSAI is stepping up its enforcement efforts against such misleading statements. Consumers are being advised to report misleading advertisements on food packages through the Food Safety Connect application and the FOSCO portal.

A picture of the food packets, the registration/license number of the product, and the relevant link if the product is available online can be sent alongside the complaint.

In fact, the term "100%" is not defined as an official identifier of a specific quality in the Food Safety Act.

In May 2025, the FSSAI advised food businesses to avoid such claims on labels, packaging, and promotional materials. It stated that such claims must be accurate and clear.

According to the authority, Bon Biscuits has removed such a claim from its advertisement for Bon Cumin Flavored Jeera Bite Biscuits.

Emami has removed "100%" claims from its honey products, Jandu Honey, and Apis India. Similarly, Amway India has also confirmed removing such claims from its coconut oil. The old packets are being removed from the sales system, and new packaging is being implemented.

Juja Foods of Kerala has removed the "100%" label from the packets of its baby food products, such as ragi, banana powder, and sweet potato powder. Mastercha Foods also won't claim its ramen noodle product is 100% natural.