Dabur drops ‘100%’ claims after FSSAI order, weighs legal options
Dabur India is removing “100%” claims from affected food labels, advertising and its website following an FSSAI prohibitory order. The company says product quality and safety are unaffected, disputes that the claims were misleading, and is evaluating legal options.
Dabur is removing “100%” claims from affected food-product labels, ads and its website after an FSSAI prohibitory order. The FMCG company disputes that its claims were misleading, says product quality and safety are not in question, and is evaluating legal options.
Why this matters
The move follows an earlier FSSAI directive to halt food products carrying misleading “100%” claims and extends Dabur’s prior revision of “100% Pure” labels. It follows Dabur appearing among top Nifty FMCG losers on 4 August.
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