On Wednesday, the National Commission for Protection of Child Rights (NCPCR) urged Bournvita, a brand owned by Mondelez India, to remove all “deceptive” ads, packaging, and labels following a video alleging that the health drink contains excessive sugar, according to PTI news agency.
The NCPCR, in a notice to the confectionery giant, has demanded a comprehensive report or explanation within seven days to brief the committee on the issue. The child rights body has stated that it received a complaint accusing Bournvita of marketing itself as a health drink that enhances children’s growth and development, despite containing a high proportion of sugar and other components that could affect a child’s health.
A notice was issued following a video by a social media influencer claiming that Bournvita has a high sugar content, leading to a controversy.
Revant Himatsingka, the influencer who posted the video, removed it from all platforms after receiving a legal notice from Mondelez India. However, the video had already amassed approximately 12 million views and was widely shared.
In the notice to Deepak Iyer, President-India, Mondelez International, the child rights body said,” The commission in this regard observes that the product manufactured by your company is misleading the customers through it product packaging and advertisements. The commission observes that your product’s labelling, packaging, display and advertisement claims are misleading for the general public.”
As per the NCPCR, the labelling and packaging of Bournvita’s health drink do not provide accurate information regarding its ingredients.
The NCPCR urged Mondelez International to reassess and retract all “deceptive” ads, packaging, and labels. They also requested the company to provide a detailed explanation or report to the commission within seven days to address the issue.
Consumer Voice, an activist organization, has written to the Food Safety and Standards Authority of India (FSSAI) and the Department of Consumer Affairs under the Ministry of Consumer Affairs, Food & Public Distribution. In their letter, they have urged the authorities to revise regulations and labeling guidelines for the entire category.
NAPi India (Nutrition Advocacy in Public Interest), a think-tank on nutrition, tweeted, “The argument about Bournvita’s ingredients per serve is even more manipulative. Bournvita has almost 50% sugar per 100 grams. It’s way beyond the high sugar thresholds prescribed by WHO.” It tagged the World Health Organization, which has over 12 million followers on Twitter.
Bournvita has dismissed all allegations and labeled the influencer’s video as unscientific.
Bournvita has denied the allegations and stated that for the past 70 years, it has been a scientifically designed product that adheres to quality standards and complies with the country’s laws, earning the trust of consumers in India.
“We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices,” said a Bournvita spokesperson.
The video featured Himatsingka, portraying himself as a nutritionist and health coach, claiming that Bournvita includes sugar, cocoa solids, and a colorant that has the potential to cause cancer.
After receiving a legal notice from a prominent law firm in India on April 13, 2023, Himatsingka decided to remove the video from all platforms. He later released a statement on Instagram, stating, “I have decided to take down the video across all platforms.”
“I apologize to Cadbury for making the video. I did not plan or intend to infringe any trademark or defame any company nor do I have the interest or resources to participate in any court cases and I request MNCs to not take this forward legally,” he said.
The company has stated that Bournvita should be consumed with a 200 milliliter glass of hot or cold milk, as indicated on the packaging.
“Every serving of 20 gm of Bournvita has 7.5 grams of added sugar, which is approximately one and a half teaspoons. This is much less than the daily recommended intake limits of sugar for children,” said Mondelez India, the company which owns popular brands such as Cadbury Dairy Milk, 5 Star, Oreo cookie and Gems.
Moreover, over Caramel Colour (150 C), Bournvita said it “is within permissible limits as per guidelines defined by regulations”.
“All ingredients are safe, approved for use and within permissible limits as per the regulatory guidelines,” it said.