FSSAI ‘100%’ Food Claims Under Scrutiny: What Food Businesses Need to Know

Food labelling is no longer just about displaying ingredients, nutritional information and expiry dates. Product claims used on food packaging and promotional material are also an important part of regulatory compliance.

Recent regulatory action and industry developments around claims such as “100% Pure,” “100% Natural,” “100% Organic” and similar expressions have once again highlighted the importance of reviewing food labels and marketing claims.

For food manufacturers, processors, retailers and other Food Business Operators (FBOs), the key question is:

Are your product claims accurate, supportable and compliant with applicable FSSAI requirements?

Why Are ‘100%’ Claims Receiving Attention?

FSSAI has raised concerns about the use of “100%” claims on food products because such terminology can potentially create an impression of absolute purity, naturalness or quality that may be difficult to objectively establish.

In May 2025, FSSAI advised Food Business Operators to refrain from using “100%” claims in food labelling and promotional content, highlighting concerns around ambiguity and the possibility of misleading consumers.

This makes food labelling compliance an important area for businesses to review as part of their overall food safety and regulatory systems.

What Does This Mean for Food Businesses?

Food businesses should not look at regulatory compliance only as a licensing or certification requirement.

They should also regularly review:

1. Product Claims

Businesses should evaluate claims such as:

• “100% Pure”
• “100% Natural”
• “100% Organic”
• “100% Purity Guaranteed”
• Other absolute or superiority claims

The important question is whether the claim is permitted, accurate, substantiated and presented in a way that does not mislead consumers.

2. Food Labelling

Food labels should be reviewed against applicable FSSAI food labelling requirements.

This includes checking information such as:

• Product name
• Ingredient declaration
• Nutritional information
• Allergen information, where applicable
• Veg/non-veg declaration
• Net quantity
• Manufacturer details
• Batch or lot information
• Date marking
• Applicable declarations and instructions

FSSAI’s guidance on pre-packaged foods identifies several categories of information that must appear on food labels.

3. Advertising and Promotional Content

Compliance should not stop at the physical packaging.

Businesses should also review claims appearing on:

• Websites
• E-commerce listings
• Social media
• Advertisements
• Brochures
• Product catalogues
• Promotional campaigns

A product claim that appears on digital marketing material can also become a regulatory consideration.

FSSAI maintains separate regulations covering Advertising and Claims as well as Labelling and Display.

The Dabur Example: Why Claim Review Matters

The recent regulatory developments involving Dabur have brought the issue of “100%” claims into wider public attention.

FSSAI had taken action concerning certain Dabur products carrying claims including “100%” purity/naturalness-related terminology. Dabur subsequently challenged the regulatory action in the Delhi High Court. The court has since granted interim relief while the matter continues through the legal process.

The broader lesson for the food industry is not about one particular company.

It is about the importance of having a systematic process for reviewing product claims, labelling, supporting evidence and regulatory requirements before products reach consumers.

How Can Food Businesses Strengthen Compliance?

A proactive approach can help organisations reduce regulatory risks.

Conduct a Product Claim Review

Create an inventory of claims currently used across:

Packaging → Website → E-commerce → Advertising → Social Media

Then assess whether each claim is supported by appropriate evidence and complies with applicable requirements.

Keep Documentation Updated

Maintain supporting records for product claims, specifications, testing, supplier information and other relevant documentation.

Strengthen Internal Food Safety Controls

A structured Food Safety Management System (FSMS) can help organisations establish documented processes for identifying hazards, controlling risks and maintaining food safety practices.

Standards such as ISO 22000 and FSSC 22000 can support organisations in developing structured food safety management systems.

Train Relevant Teams

Food safety compliance is not only the responsibility of the quality department.

Teams involved in:

• Quality
• Regulatory affairs
• Product development
• Marketing
• Packaging
• Procurement
• Operations

should understand the requirements relevant to their responsibilities.

Food Safety Certification and Regulatory Compliance

Certification does not replace regulatory compliance. However, an effective management system can provide a structured framework for managing food safety processes, documentation, responsibilities and continual improvement.

Depending on the organisation’s sector, customer requirements and market objectives, businesses may consider internationally recognised food safety standards such as:

• ISO 22000 – Food Safety Management System
• FSSC 22000 – GFSI-recognised food safety certification scheme
• HACCP – Hazard Analysis and Critical Control Points
• BRCGS Food Safety

The appropriate certification depends on the organisation’s products, processes, customers and market requirements.

Key Takeaway for Food Businesses

The discussion around “100%” food claims is a reminder that food businesses need to look beyond product quality alone.

Compliance should cover the complete journey — from product development and food safety controls to labelling, advertising and consumer communication.

Regularly reviewing product claims and maintaining robust food safety systems can help organisations:

✔ Reduce regulatory risk
✔ Improve labelling compliance
✔ Strengthen documentation
✔ Build customer confidence
✔ Support retailer and export requirements
✔ Strengthen overall food safety management

Stay Updated on Food Safety Regulations

Food safety regulations and regulatory interpretations can evolve. Businesses should therefore monitor official updates and review their processes whenever relevant requirements change.

ISOQAR India supports organisations with food safety certification and management system solutions, including ISO 22000, FSSC 22000 and related food safety standards.

👉 Looking to strengthen your Food Safety Management System? Explore ISOQAR India’s food safety certification and training solutions.