The Food Safety and Standards Authority of India (FSSAI) has issued a new directive to eliminate deceptive marketing practices in the fruit juice industry. Effective immediately, all Food Business Operators (FBOs) must remove any claims of ‘100% fruit juices’ from the labels and advertisements of reconstituted fruit juices.
According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, ‘100%’ claims are not permitted for reconstituted juices, which contain significant water and limited actual fruit juice. These juices are made by mixing water with fruit concentrates or pulp, not pure fruit juice.
Immediate Action Required for Honest Labeling
The newly released directive mandating the elimination of any assertions of ‘100% fruit juices’ from the labels and advertisements of reconstituted fruit juices is effective immediately and applies to all Food Business Operators (FBOs). FBOs have until 1st September 2024 to use their existing pre-printed packaging materials.
Addressing Misleading Marketing Practices
The decision comes after FSSAI discovered that many FBOs were inaccurately marketing reconstituted fruit juices as ‘100% fruit juices’. According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, there is no provision for such claims. FSSAI found that these labels were misleading, especially when the major ingredient is water and the primary ingredient, the fruit juice, is present only in limited concentrations or reconstituted using water and fruit concentrates or pulp.
Clear and Accurate Labeling Guidelines
FSSAI emphasized that FBOs must adhere to the standards for fruit juices specified under sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011.
Products must be labeled according to the Food Safety and Standards (Labelling and Display) Regulations, 2020. Specifically, the term “reconstituted” must appear in the ingredient list next to the name of the juice made from concentrate.
Additionally, if added nutritive sweeteners exceed 15 gm/kg, the product must be labeled as ‘Sweetened juice’.
Commitment to Transparency and Consumer Protection
FSSAI’s new directive underscores its commitment to ensuring transparency and honesty in food labeling and marketing. By enforcing accurate labeling practices, FSSAI aims to protect consumers from misleading claims and promote public health through rigorous regulation and supervision of food safety standards across India.
Final Thoughts
FSSAI’s new directive marks a significant step towards ensuring truth in labeling and protecting consumers from deceptive marketing practices in the fruit juice industry. By enforcing stringent guidelines and mandating clear, honest labeling, FSSAI is upholding its commitment to transparency, consumer protection, and public health. This move not only helps consumers make informed choices but also promotes integrity within the food industry, ultimately fostering a marketplace built on trust and accuracy.
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