Mumbai, June 21: The Central Consumer Protection Authority (CCPA) has imposed a fine of ₹1 lakh each on Storia Foods and Beverages Private Limited and Mrs. Bector’s Food Specialities Limited (English Oven) for engaging in unfair trade practices related to misleading advertisements. This action stems from the use of the term “100 percent” in their food products. The information was released by the Ministry of Consumer Affairs, Food and Public Distribution on Sunday.
The ministry’s statement indicated that the authority has directed both companies to immediately remove the disputed claims from their product packaging, websites, and all digital platforms. This action was taken under the provisions of the Consumer Protection Act, 2019, and the guidelines for the prevention of misleading advertisements, 2022.
The CCPA stated that “100 percent” is a precise and complete numerical claim and cannot be used carelessly or as a marketing tactic. Any such claim must accurately reflect the actual composition of the product.
The CCPA took cognizance of several advertisements from Storia Foods, which claimed that their coconut water and various fruit juices were “100 percent” pure. However, it was found that the product was actually made by reconstituting a thick coconut water solution with water, resulting in a concentration of only 9.6 percent coconut water.
Furthermore, the CCPA noted that an average consumer would interpret “100 percent raw coconut water” as a product made entirely from natural raw coconut water.
In the case of English Oven, the authority also identified several discrepancies in their advertisements. The claims made in their marketing materials suggested that their bread was made from “100 percent flour.” However, during the investigation, the company admitted that the bread products contained only 87 percent whole wheat flour.
The CCPA emphasized that a product containing 87 percent whole wheat flour cannot be advertised as “100 percent flour bread” or “100 percent whole wheat bread.”
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