Dabur’s '100% juice’ claim violates law cent percent: FSSAI tells Delhi HC

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The Food Safety and Standards Authority of India (FSSAI) has told the Delhi High Court that Dabur’s '100% fruit juice' claim on its packaging is not permitted under existing food safety regulations, calling it misleading to consumers, according to the contents of an affidavit seen by Moneycontrol.

The regulator has argued in court that the current food labelling norms do not recognise numerical descriptors like “100%,” and that such claims may give consumers a false impression about the product's composition, particularly when the juice is reconstituted or contains added ingredients like water.

In an affidavit submitted to the Delhi HC on April 23,  the food safety regulator emphasised that under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, specifically Schedule V, the term “100%” is not a recognised or permitted claim descriptor for food products.

In June 2024, the food regulator had issued a notification directing food business operators  (FBOs) to remove claims such as "100% Fruit Juices" from the label and advertisement of fruit juices.

In response, Dabur, which makes the Real range of fruit beverages, argued that the FSSAI's directive is legally unsound and stems from a misunderstanding of the existing regulations, according to media reports.

The company claimed its reconstituted juices, like Real Activ, were produced by adding water to fruit concentrate, restoring natural juice composition without added sugar. They asserted that this process complied with FSSAI standards, justifying the "100% Fruit Juice" labeling.

However, the food regulator, in its affidavit, countered that the continued use of the “100%” claim is misleading to consumers—particularly when the product contains added water or is reconstituted from concentrate.

Citing the views of the scientific panel on Labelling and Claims/Advertisements (SP-08) during its 47th and 49th meetings, FSSAI said such claims violate Regulation 2.3.6 of the Food Safety and Standards (Food Products Standards and Food Additives) Regulations, 2011.

Dabur and FSSAI did not immediately respond to a request for a comment.

"The matter is pending consideration before the Delhi HC and the next date of hearing is July 7. No interim relief has been granted to Dabur yet," said a person familiar with the matter.

Dabur had challenged the FSSAI directive.

In March this year, the Delhi HC issued a notice to the FSSAI in response to a petition filed by Dabur challenging the regulator’s directive, legal news website The Bar and Bench  reported.