In re Bectors Food Specialities Ltd. (CCPA Delhi)
CCPA Holds ‘100% Atta Bread’ Claim Misleading Because Product Contained Only 87% Wheat Flour; ‘100% Whole Wheat Bread’ Advertisement Found Misleading Due to Product Composition, Says CCPA; CCPA Directs Withdrawal of ‘100% Atta Bread’ Advertisements for Misleading Consumers; ‘100%’ Food Label Claim Rejected Because Bread Was Not Entirely Whole Wheat, Rules CCPA; CCPA Says ‘100% Whole Wheat’ Claim Cannot Be Used Merely Because Bread Meets Minimum FSSAI Standards; CCPA Penalises Bread Maker for ‘100% Atta’ Claims Because Product Included Other Ingredients.
The Central Consumer Protection Authority (CCPA) initiated proceedings against the opposite party after taking cognizance of advertisements published on 13 September 2024 promoting bread as “100% Atta Bread” and “100% Whole Wheat Bread.” The advertisements and product promotions appeared in print, on the company’s website, social media platforms, and product packaging. The CCPA noted that product labels disclosed wheat content of 73% and 87% for different variants, raising concerns that consumers could be misled into believing they were purchasing a product made entirely of wheat.
CCPA Sought FSSAI’s Opinion
The CCPA sought comments from the Food Safety and Standards Authority of India (FSSAI) regarding compliance with food advertising, claims, and labelling regulations. FSSAI stated that Whole Wheat Bread must contain at least 75% whole wheat flour, while Wheat/Atta Bread must contain at least 50% whole wheat flour under the applicable regulations. It further stated that describing the product as “100% Atta Bread” was misleading because it contained only 87% whole wheat flour, although the product labelling otherwise complied with transparency and disclosure requirements.
