The Food Safety and Standards Authority of India (FSSAI) on Monday issued a notice to brand 'Heritage Fresh Paneer' over its use of the claim 'Fresh Paneer' on product packaging, stating that the label could mislead consumers, according to a post on X by the regulator. The action is part of a broader enforcement drive against misleading claims and labelling violations under the FSS Act, 2006.
Regulatory Action and Affected Products
FSSAI reported that it had found the claim 'Fresh Paneer' on Heritage's product to be misleading and directed food business operators (FBOs) to comply with labelling regulations. The regulator wrote on X: 'The misleading claim 'Fresh Paneer' was observed on the product 'Heritage Fresh Paneer'.' In the same statement, FSSAI added that it had issued notices to several FBOs for violations related to misleading claims and labelling. 'FSSAI has issued notices to several food business operators (FBOs) for violating provisions of the FSS Act, 2006 regarding misleading claims and labelling violations. FBOs are directed to strictly comply with the established regulations and to take corrective measures,' it said.
Other products targeted in the same enforcement wave include:
- 'La Casa vegan hazelnut chocolate spread' over its claims of being 'vegan', '100% organic', and 'all natural'.
- 'Cipzer Nutraceuticals juice capsules' over misleading claims stating it is 'FSSAI approved' and 'made with organic vegetables'.
The regulator also previously issued notices to several beverage companies for marketing their products as 'energy drinks', noting that no standard for 'energy drinks' has been notified under the Food Safety and Standards Regulations. The energy drink brands cited include Hell Energy Drink, Adrenaline Rush Energy Drink, Red Bull Energy Drink, and Sting Energy Drink.
Legal Basis and Compliance Obligations
All enforcement measures are grounded in the Food Safety and Standards Act, 2006 and related rules and regulations. FSSAI clarified that food companies cannot make functional or therapeutic claims — such as boosting energy, enhancing focus, or helping with general weakness — unless such claims are specifically permitted under the Act and the relevant regulations.
FSSAI stated that the recent measures are aimed at ensuring food products do not carry claims or labels that could mislead consumers or imply regulatory approval where none exists.
Summary of Notices Issued
| Brand / Product | Claim(s) Challenged | Grounds |
|---|---|---|
| Heritage Fresh Paneer | 'Fresh Paneer' | Misleading label |
| La Casa vegan hazelnut chocolate spread | 'vegan', '100% organic', 'all natural' | Misleading claims |
| Cipzer Nutraceuticals juice capsules | 'FSSAI approved', 'made with organic vegetables' | Misleading claims |
| Hell Energy Drink, Adrenaline Rush, Red Bull, Sting | 'energy drink' marketing | No standard notified for 'energy drinks'; functional claims not permitted |
Implications for Industry and Compliance Teams
For trade compliance officers and food business operators, the FSSAI actions underscore the need for strict adherence to labelling regulations. Any claim on packaging — whether related to freshness, organic content, vegan status, or health benefits — must be verifiably accurate and specifically permitted under the FSS Act and subsidiary regulations. The regulator's emphasis on not implying regulatory approval ('FSSAI approved') without explicit authorisation is particularly relevant. Companies should conduct internal audits of product labels and claims to avoid enforcement actions, which can include notices, corrective measures, and potential penalties under the Act.
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