Label Under the Lens: Will Dabur’s Juice Claim Quench FSSAI’s Thirst for Truth?

The Food Safety and Standards Authority of India (FSSAI) has informed the Delhi High Court that Dabur's "100% juice" claim on its fruit drink packaging is not just misleading but also in complete contravention of current food safety rules. In an affidavit filed on April 23, FSSAI claimed that such quantitative descriptors are not allowed under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, as the label might create a false impression regarding the composition of the product-particularly when the juice is reconstituted from concentrate with water added.

 

The regulator's directive issued in June 2024 required all food business operators to erase "100% fruit juice" statements from product labels and promotions for reconstituted juice, pointing out that the drinks have water listed as the biggest ingredient and are not up to standards for undiluted and pure juice. The regulator drew reference from recommendations by its science panel, concluding that such messages are against most significant provisions under the Food Safety and Standards (Food Products Standards & Food Additives) Regulations, 2011.

 

Dabur, which produces Real brand juices, has opposed the directive on grounds that its reconstitution of juice by mixing water with fruit concentrate retains the original composition of the juice without added sugar and therefore meets FSSAI requirements. The company insists that its packaging is transparent and compliant with the law.

 

The case is still pending before the Delhi High Court, with the next hearing on July 7. No interim relief has yet been extended to Dabur.

 

Source: Moneycontrol