India’s food regulator, the Food Safety and Standards Authority of India (FSSAI), has issued notices to eight food business operators for allegedly using misleading brand names, trade names, and product claims that may create a false impression about the health benefits or nature of their products.
The action has been initiated under provisions of the Food Safety and Standards Authority of India and the Food Safety and Standards Act, 2006, which prohibit misleading advertisements and false representations that could influence consumer purchasing decisions.
Companies Under Regulatory Scrutiny
According to FSSAI, notices have been served to the following food business operators:
- Emami Healthy & Tasty
- Health Aid
- Troovy
- The Healthy Factory
- Healthy Master
- Healthy Choice
- Plan B Foods
- Neuherbs
The regulator stated that certain product names, brand identities, and promotional claims used by these companies may mislead consumers by implying health benefits or product characteristics that are not recognized under current food regulations.
Concerns Over ‘Healthy’ Branding
A major focus of the regulatory action is the widespread use of terms such as:
- Healthy
- Health
- True Vitamin
- Vegan
- Zero Maida
FSSAI believes such terms can potentially create an exaggerated perception of nutritional superiority or healthfulness without adequate regulatory justification.
The authority emphasized that food labels and branding should accurately represent the nature, composition, and characteristics of products without misleading consumers.
Emami Healthy & Tasty Under Scanner
Among the companies receiving notices is Emami Healthy & Tasty, the edible oils business of the Emami Group.
According to FSSAI, the brand name itself may create an impression that the products are inherently healthier than alternatives, which could be inconsistent with regulatory requirements governing food claims and consumer communication.
Vegan Claim Questioned
FSSAI also raised concerns regarding Plan B Foods, which markets certain products as “plant-based vegan.”
The regulator stated that products promoted as vegan require appropriate endorsement and approval under the applicable regulatory framework. The company has been asked to explain the basis for its claims and licensing status.
‘Zero Maida’ Claims Flagged
Products marketed by The Healthy Factory, including its “Zero Maida Whole Wheat Bread” and “Zero Maida Pizza Base,” have also come under scrutiny.
FSSAI observed that these products contain ingredients such as wheat flour derivatives and wheat gluten, raising questions about whether the “zero maida” claim accurately reflects product composition and complies with labeling regulations.
‘True Vitamin’ and Snack Product Claims
Neuherbs has been questioned over its “True Vitamin” branding.
The regulator noted that the term is not formally defined or recognized under existing food standards, potentially leading consumers to infer nutritional benefits that may not be substantiated.
Similarly, snack products sold by Troovy, including “Healthy Mix Veggie Chips,” “Healthy Ragi Chips,” and “Healthy Moong Dal Chips,” have been flagged because the use of the word “healthy” may not adequately reflect the complete ingredient profile of the products.
Growing Focus on Consumer Protection
The latest enforcement action reflects FSSAI’s increasing focus on ensuring truthful food labeling and preventing misleading health-related marketing practices.
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Food industry experts note that consumers are becoming increasingly health-conscious, making terms such as “healthy,” “natural,” “immune boosting,” “high protein,” and “vegan” powerful marketing tools. Regulators worldwide are therefore tightening oversight to ensure such claims are scientifically justified and accurately communicated.
Implications for the Food Industry
The notices serve as a reminder that food companies must ensure:
- Brand names do not mislead consumers.
- Product labels accurately reflect composition.
- Health and nutrition claims are scientifically supported.
- Marketing communication complies with regulatory requirements.
- Special claims such as vegan, organic, or fortified are backed by appropriate approvals and certifications.
Industry observers believe the move could prompt broader scrutiny of health-oriented branding across India’s packaged food sector.
Strengthening Transparency in Food Marketing
As India’s packaged food market continues to expand, transparent labeling and evidence-based marketing are becoming increasingly important for consumer trust.
FSSAI’s latest action signals a stricter regulatory approach toward exaggerated or potentially misleading health claims and reinforces the principle that consumers should be able to make informed purchasing decisions based on accurate and reliable product information.
The companies concerned are expected to respond to the notices and clarify their compliance with applicable food safety and labeling regulations.
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