Remove "100% Fruit Juice" Claims From Labels, Ads: FSSAI’s Latest Directive

Introduction 

In its latest move to ensure accurate food labeling, the Food Safety and Standards Authority of India (FSSAI) has issued a directive mandating that food brands remove any misleading claims of "100% fruit juice" from their product labels and advertisements. This directive primarily targets products that are reconstituted from concentrates or contain added sugars, which often mislead consumers.

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FSSAI’s Directive on "100% Fruit Juice" Claims

The FSSAI has clarified that claims of "100% fruit juice" on labels and in advertisements are often misleading. Many products marketed as such are, in fact, reconstituted fruit juices made from water and fruit concentrates or pulp, not pure fruit juice. According to the Food Safety and Standards (Advertising and Claims) Regulations, 2018, there is no provision allowing brands to claim their reconstituted juices as 100% pure.Sweetened Juice LabelingIn cases where nutritive sweeteners exceed 15 gm/kg in the product, the juice must be labeled as “Sweetened juice”, according to the new regulations. The FSSAI has called for greater transparency in product labeling to prevent misleading consumers about the true nature of fruit juices.

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Reconstituted Juice: Clear Labeling Guidelines

The FSSAI has also issued specific instructions regarding reconstituted juices. Brands must now include the term “reconstituted” alongside the name of the juice if the product is made from concentrates. This ensures consumers are fully aware of what they are purchasing.Compliance DeadlineThe FSSAI has provided a compliance timeline, instructing Food Business Operators (FBOs) to exhaust any pre-printed packaging materials by September 1, 2024. After this deadline, all product labels and ads must align with the new regulations.

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Why This Directive Matters

This directive comes in response to growing concerns over misleading marketing in the food and beverage industry. Many consumers believe that products labeled as "100% fruit juice" contain only pure juice, but in reality, they may include water, sweeteners, and reconstituted ingredients. The FSSAI's focus is to enhance transparency and consumer trust by ensuring that food labels provide clear, accurate information.

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Conclusion

The FSSAI’s latest directive marks a significant step toward improving the accuracy of food labeling in India. By removing misleading "100% fruit juice" claims and enforcing stricter labeling for reconstituted and sweetened juices, the authority aims to protect consumers and ensure they can make informed choices.

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Hashtags
#FoodLabeling #FruitJuiceClaims #FSSAI #FoodSafety #ConsumerAwareness #SweetenedJuice #ReconstitutedJuice #FoodRegulations