New Directive Mandates Removal of '100% Fruit Juice' Labels from Reconstituted Beverages

The Food Safety and Standards Authority of India (FSSAI) has issued a directive requiring all Food Business Operators (FBOs) to eliminate claims of '100% fruit juices' from the labels and advertisements of reconstituted products. This decision, effective immediately, aims to curb misleading advertising practices within the industry.

On Monday, FSSAI addressed the issue, highlighting that numerous FBOs have been inaccurately marketing reconstituted fruit juices as '100% fruit juices.' Following a comprehensive review, FSSAI determined that such claims do not align with the Food Safety and Standards (Advertising and Claims) Regulations, 2018, which do not permit '100%' claims for reconstituted juices.

The directive specifies that FBOs must use up all existing pre-printed packaging materials by September 1, 2024. The FSSAI's statement underscored that claims of '100% fruit juice' are misleading, especially when the primary ingredient is water, and the fruit juice component is minimal or derived from concentrates or pulp reconstituted with water.

By enforcing this regulation, FSSAI aims to ensure transparency and honesty in food labeling, protecting consumers from deceptive marketing practices.