CCPA Fines Storia Foods and English Oven Rs 1 Lakh Each for Misleading '100%' Claims on Food Labels

The Central Consumer Protection Authority (CCPA) has imposed a penalty of Rs 1 lakh each on Storia Foods and Mrs. Bectors Food Specialities (branded as English Oven) for making misleading '100%' claims on their food product labels. The action, taken under the Consumer Protection Act, 2019, and the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022, requires both companies to immediately withdraw the deceptive claims from all product packaging, websites, and digital platforms, according to a report by Economic Times Retail.

The Regulatory Action

The CCPA, headed by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, took suo motu cognizance of the misleading advertisements. Under the applicable legal framework, the authority held that in the absence of any statutory definition permitting a qualified interpretation, the term '100%' must be understood in its plain and literal sense by an ordinary consumer. Both orders were passed under the Consumer Protection Act, 2019 and the Guidelines for Prevention of Misleading Advertisements and Endorsements, 2022.

Misleading Claims by Storia Foods

The CCPA examined Storia Foods' advertisements claiming "100% Tender Coconut Water" as well as juices described as 100% pomegranate, mixed fruit, mango and guava chilli. These products were promoted on the company's website, product packaging, and across e-commerce platforms including Amazon, Flipkart, BigBasket, Blinkit, JioMart, and Zepto. The CCPA noted that the products contained the Class II preservative INS 202, which made a concurrent claim of "100% Natural" wholly untenable.

Misleading Claims by English Oven (Mrs. Bectors Food Specialities)

The CCPA examined English Oven advertisements published in a newspaper and across the company's website, YouTube, Instagram, LinkedIn, and product packaging. The ads carried claims such as "100% Atta Bread", "100% Whole Wheat Bread", "Naturally rich in whole grains with 100% whole-wheat flour" and slogans like "The taste of 100% Wholesome Happiness". Videos carrying these claims had together clocked over 50 lakh views as of April 23, 2026.

During proceedings, the company itself admitted that its bread products contained only 87% whole wheat flour — a figure the CCPA found irreconcilable with the "100%" claim. The authority also flagged the simultaneous use of "100% Whole Wheat Bread" and "Zero Maida" on packaging, noting that the combination created a cumulative and false impression that the product was composed entirely of whole wheat flour. Notably, Mrs. Bectors itself acknowledged during the hearing that the dual representation appeared "redundant in nature."

Mrs. Bectors argued that "100% Atta" was intended only to convey that wheat flour was the sole grain source used, not a claim about the total composition. The CCPA rejected the defence outright. Advertisements, it held, must be assessed from the perspective of a reasonable consumer — and technical or post-facto interpretations offered by advertisers cannot override the impression created on buyers. If a representation is capable of misleading consumers, the advertiser's intent is irrelevant.

Compliance Obligations and Implications

Both companies are mandated to immediately remove deceptive claims from all platforms, including websites and digital media. The CCPA reiterated that all claims relating to composition, quality, nutrition or health benefits must be truthful, verifiable and non-deceptive, and said it would continue enforcement action wherever consumers are misled about the nature or composition of products. The rulings underscore that food businesses must ensure any percentage or compositional claims are strictly accurate and substantiated, as regulatory scrutiny intensifies under India's consumer protection framework.

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