FSSAI notices SAJ Food on Eat Fit biscuit claims; '100% Atta' pack holds 72.33% atta
Regulator flags SAJ Food Products' Eat Fit Digestive Biscuits for misleading '100% Atta' labelling against actual 72.33% atta content, a disputed 'no added sugar' claim, and non-compliant packaging. Company has been given seven days to respond, putting the brand's positioning and shelf claims under scrutiny.
FSSAI issued a notice to SAJ Food Products over misleading claims on its Eat Fit Digestive Biscuits, citing '100% Atta' label despite 72.33% atta content, false 'no added sugar' claim, and non-compliant labelling. Explanation sought within seven days.
Why this matters
Second regulatory flag in quick succession for SAJ Food's Eat Fit line, with FSSAI scrutiny now extending from label claims to sugar and packaging compliance, threatening the brand's health-positioning credibility.
Retail-brand signals steady at 2,001 over the last 90 days, with regulatory scrutiny a recurring driver.