FSSAI asks Food Business Operators to remove claims of ‘100% Fruit Juice’

June 6, 2024
remove claims for 100% juice

By Rupin Chopra and Apalka Bareja


The Food Safety and Standards Authority of India (FSSAI) has issued a directive[1] dated June 03, 2024, wherein it has directed all the food business operators (FBOs) to stop labelling and advertising their reconstituted fruit juices (products which contain the mixture of fruit juice concentrate and water) with the ‘100% fruit juice’ claims. This directive arises from concerns about misleading marketing practices that may confuse consumers about the actual content and nutritional value of these beverages. The FSSAI’s action aims to ensure transparency and honesty in food labeling, promoting informed choices among consumers. By addressing this issue, the FSSAI aims to enhance public trust in food products and uphold stringent standards in the food and beverage industry. This article delves into the key highlights of the recent directive issued by FSSAI.

Key Highlights of the directive:

  1. No provision for ‘100% claims’: FSSAI has clarified that there is no provision in the Food Safety and Standards (Advertising and Claims) Regulations, 2018, for making ‘100% claims.’ Moreover, the FSSAI has clarified that claims made by the FBOs that their juices are ‘100% Fruit Juice’ are misleading as in reality the major ingredient of the fruit juice is water and the primary ingredient for which the claim is made is present in limited concentration.
  2. Compliance Requirements: FSSAI has clearly stated that all the FBOs must comply with standards of juice which are mentioned in sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011[2]. It also mandatory for the FBOs to label the products in accordance with labelling standards which are provided under the Food Safety and Standards (Labelling and Display) Regulations, 2020 (for more information refer to Labelling and Display of Food Products- India).
  3. Mentioning ‘Reconstituted’ & ‘Sweetened Juice’: All the FBOs are directed to mention the term ‘Reconstituted’ in the ingredient list against the name of the juice which are reconstituted from the concentrate. The term ‘Sweetened Juice’ must be mentioned on the products packaging if the nutritive sweeteners exceed 15 gm/kg.

NOTE: The FSSAI has asked all the FBOs to exhaust their existing pre-printed packaging materials before the September 1st, 2024.


In conclusion, the FSSAI’s directive to remove the ‘100% fruit juice’ claim is a significant step towards enhancing consumer awareness and ensuring accurate food labelling. Companies are now required to clearly mention if a juice is reconstituted or sweetened providing transparency about the product’s true nature. This move aligns with sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011 and the Food Safety and Standards (Labelling and Display) Regulations, 2020, which mandates truthful representation of food products. By adhering to these regulations, food companies will contribute to a more informed consumer base and uphold the integrity of the food and beverage industry.

Ritvik Kashyap, Intern at S.S Rana & Co. has assisted in the research of this article.

[1] Available at: https://pib.gov.in/PressReleseDetail.aspx?PRID=2022681

[2] Sub-regulations 2.3.6: Thermally Processed Fruit Juices, available at: https://www.fssai.gov.in/upload/uploadfiles/files/Licensing_Regulations.pdf

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