FSSAI Pulls Up Storia, Troovy, Others Over Misleading Ads

D2C food brands Storia, Two Brothers Organic Farms, PLAN B, The Health Factory and Troovy, among 15 companies, have been flagged by FSSAI over allegedly misleading branding, trade names and health-related product claims.

The notices relate to claims such as “healthy”, “organic”, “zero maida” and “vegan”, which as per FSSAI could influence consumer choices by creating an impression that products are healthier, purer or nutritionally superior than they actually are. 

“These FBOs (food business operators) are directed to strictly comply with the established labelling and display regulations to prevent consumer deception,” FSSAI said in a post on X.

According to the regulator, it identified multiple products whose branding, trade names or promotional claims could potentially mislead consumers about their nature, composition, certification status or health benefits.

Claims Under Scrutiny 

• Storia Juice Pomegranate: FSSAI said the product’s branding could mislead consumers into believing it is primarily pomegranate juice, despite containing only 4% pomegranate juice concentrate.
• Two Brothers Organic Farms: The regulator said the brand name could mislead consumers regarding the organic status of its products as they do not carry NPOP/PGS certification, the Jaivik Bharat logo or the required organic endorsement.
• The Health Factory Zero Maida Whole Wheat Bread: FSSAI said the “Zero Maida” claim could be misleading as the product contains chakki fresh atta and wheat gluten.
• The Health Factory Zero Maida Pizza Base: The regulator flagged the “Zero Maida” branding and related claims as potentially misleading.
• PLAN B Plant-Based Vegan: FSSAI said the trade name could create the impression that products are vegan despite the company not having obtained the required vegan food approval and endorsement.
• Troovy’s Healthy Mix Veggie Chips, Healthy Ragi Chips and Healthy Moong Dal Chips: The regulator said the use of “Healthy” in product names could mislead consumers despite the products containing other ingredients.

Other brands that received notices include Neuherbs True Vitamin, Emami’s Healthy & Tasty and Health Aid, Organic Wisdom, Shine Organic, World of Organic and Iota Water. 

Earlier this month, the regulator took cognisance of complaints circulating on social media and issued notices to Nestlé India, KFC, Flipkart and food brand Open Secret.

According to an ANI report, the regulator issued a notice regarding Open Secret’s “Un-junked Dates” product, which was delivered through Flipkart Minutes and allegedly contained insects. FSSAI sought internal quality control records, details of corrective actions taken to remove the product from the supply chain and measures to prevent similar incidents in the future.

It further directed the companies to take immediate corrective action and ensure such incidents do not recur.

Last month, FSSAI issued a notice to Eternal-owned quick commerce platform Blinkit after complaints regarding the alleged sale of substandard eggs on its platform.

According to ANI, the regulator took cognisance of multiple complaints on social media alleging that eggs delivered through Blinkit were smelly, rubbery in texture and had plastic-like characteristics, making them unfit for consumption.

Blinkit was directed to provide an explanation and submit a comprehensive Action Taken Report (ATR), along with a compliance report detailing its responsibilities as an ecommerce food business operator, within seven days of the notice.

The regulator warned that failure to comply could invite action under the Food Safety and Standards Act, 2006, and related rules and regulations. 

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