Dabur India, a leading homegrown FMCG company, is seeking clarification on the FSSAI‘s directive to remove the claims of ‘100 per cent juice’ from product packaging and advertising.
The firm markets its ‘Real Activ’ brand with the claim of 100 percent juice.
“We are seeking clarity regarding the directive. We state that the product is reconstituted on the back of the pack, along with proper nutritional labeling,” said Mayank Kumar, business head of food and beverages at the company, during the 15th edition of FICCI Foodworld India.
“We received the directive very late at night, and we are still endeavoring to comprehend how to adhere to the cited regulations,” he added.
Labeling them as deceptive, the Food Standards and Safety Authority of India (FSSAI) issued a mandate on June 3 requiring all food business operators to eliminate any assertions of ‘100% fruit juice’ from both labels and advertisements, utilizing all current packaging materials by September 1, 2024.
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