Apis India, Bonn Biscuits, Juza Foods and MasterChow Foods also take corrective action after the food regulator flags claims on labels, packaging and promotional material
The Food Safety and Standards Authority of India (FSSAI) has intensified its action against the use of “100 per cent” claims on food products, with six companies, including Amway India and Emami, withdrawing or modifying such claims following regulatory intervention.
The six food businesses are Amway India, Emami, Apis India, Bonn Biscuits, Kerala-based Juza Foods and MasterChow Foods. FSSAI said the companies had taken corrective measures after the regulator raised concerns over the use of “100 per cent” on product labels, packaging and promotional material.
The action follows an advisory issued by FSSAI in May 2025, asking food businesses to discontinue the use of the term “100 per cent”. The regulator said the term is not defined under the Food Safety and Standards Act or the regulations framed under it, and that such claims could create a misleading impression about a product’s purity, composition or superiority.
Amway Removes ‘100%’ Claim
Amway India had used “100 per cent Pure Coconut Oil” in the product name of its Persona coconut oil. Following FSSAI’s intervention, the company confirmed that it was voluntarily removing “100 per cent” from its packaging and promotional material.
The company also informed the regulator that older stock carrying the claim had been discontinued from sales channels. Revised packaging has been finalised and is expected to be rolled out progressively from September-October 2026.
Emami was asked to address the “100 per cent Honey” claim used for Zandu Honey and subsequently took corrective action, according to FSSAI.
Apis India separately removed similar “100 per cent” claims from its honey products following the regulator’s intervention.
Bonn Biscuits Modifies Advertisement
Bonn Biscuits had used a “100 per cent” claim in an advertisement for Bonn Cummin Flavor Jeera Bite Biscuits. The company removed the claim from its website after FSSAI intervened.
FSSAI also flagged several claims used by Kerala-based Juza Foods across its baby food products. These included “100% Ragi”, “100% Vegan”, “100% Kerala Banana Powder”, “100 per cent Sweet Potato Powder” and “100 per cent Clean Ingredients”.
The regulator also found a “100 per cent Vegan” claim without the required vegan endorsement under the company’s licence.
Juza Foods acknowledged the violations and agreed to remove the claims. Its selling website was shut pending rectification. The company has also sought modification of its licence to include ecommerce as a kind of business.
MasterChow Drops ‘100% Natural’
MasterChow Foods was found using a “100% Natural” claim on its ramen noodles. FSSAI said the “100 per cent” claim was inconsistent with its May 2025 advisory, while the use of “Natural” on a composite food was not in line with the Food Safety and Standards (Advertising and Claims) Regulations, 2018.
MasterChow subsequently removed the “100%” claim from the product.
FSSAI’s May 2025 advisory said food businesses should avoid “100%” claims on labels, packaging and promotional material because such language may mislead consumers about a product’s composition or quality.
