FSSAI notices The Whole Truth on 'no added sugar' claims after Paul & Mike complaint
Regulator's show-cause on date-sweetened dark chocolate bars forces relabel to 'sweetened with dates'. Founder concedes change despite ₹215.8 cr FY25 revenue (3.3x YoY) and $80M backing from Sofina, Peak XV, Sauce.vc. Signals tightening scrutiny of clean-label D2C food claims.
FSSAI issued a show-cause notice to D2C chocolate brand The Whole Truth over 'no added sugar' claims on date-sweetened bars after rival Paul & Mike complained. Founder Mehta will drop the claim, relabelling as 'sweetened with dates'.