CCPA Penalizes Food Companies for Misleading '100%' Claims

The Central Consumer Protection Authority (CCPA), headed by Chief Commissioner Smt. Nidhi Khare and Commissioner Shri Anupam Mishra, has imposed penalties of ₹1,00,000 each on Storia Foods and Beverages Private Limited and Mrs. Bectors Food Specialities Limited (English Oven) for misleading advertisements and unfair trade practices related to the use of the expression '100%' on their food products. The Authority directed both companies to immediately discontinue these claims from product packaging, websites, and all digital platforms. This action was taken under the Consumer Protection Act, 2019 and the Guidelines for Prevention of Misleading Advertisements and Endorsements for Misleading Advertisements, 2022.

Storia Foods Violations

The CCPA took suo motu cognizance of Storia's products including 100% Tender Coconut Water, 100% Juice – Pomegranate, 100% Juice – Mixed Fruit, 100% Juice – Mango, and 100% Juice – Guava Chilli, advertised on their website, packaging, and e-commerce platforms including Amazon, Flipkart, BigBasket, Blinkit, JioMart and Zepto.

For Storia's '100% Tender Coconut Water', the actual composition showed Water and Coconut Water Concentrate (9.6%) with the notation '(Equivalent to 100% Coconut Water) (Reconstituted)', along with Class II Preservative INS 202, making the '100% Natural' claim untenable. The reconstituted nature appeared only in fine print within the ingredient panel.

Detailed product analysis revealed:

  • Storia 100% Juice – Pomegranate: Water + Pomegranate Juice Concentrate 4% + Apple Juice Concentrate 10%
  • Storia 100% Juice – Mixed Fruit: Water + Mixed Fruit Juice Concentrate 10% + Apple Concentrate 10% + Mango Pulp 4%
  • Storia 100% Juice – Mango: Water + Mango Pulp 16% + Apple Juice Concentrate 12.5%
  • Storia 100% Juice – Guava Chilli: Water + Guava Pulp 15% + Apple Juice Concentrate 12.5% + Chilli & Pepper

Storia violated Section 2(9) (right to be informed), Section 2(28) (misleading advertisement), and Section 2(47) (unfair trade practice) of the Consumer Protection Act, 2019.

Mrs. Bectors Violations

The CCPA examined Mrs. Bectors' claims published in Hindustan Times (Delhi edition) dated 13.09.2024, official website, YouTube, Instagram, LinkedIn, and product packaging. Claims included '100% Atta Bread', '100% Whole Wheat Bread', 'Naturally rich in Whole Grains with 100% whole-wheat flour', and various other '100%' claims. Videos carrying these claims had cumulative viewership of over 50 lakh views as of 23.04.2026.

The company admitted during proceedings that their bread products contained only 87% whole wheat flour, not 100%. The CCPA observed that the simultaneous use of '100% Whole Wheat Bread' and 'Zero Maida' created a cumulative false impression that the bread was composed entirely of whole wheat flour with no other ingredients. The company acknowledged during the hearing that this dual representation appeared 'redundant in nature'.

Mrs. Bectors argued that '100% Atta' was intended only to indicate that wheat flour was the sole grain source, but the CCPA rejected this contention, stating that advertisements must be assessed from the perspective of a reasonable consumer and technical interpretations cannot override consumer impression.

Mrs. Bectors violated Section 2(28) (misleading advertisement) and Section 2(47) (unfair trade practice) of the Consumer Protection Act, 2019.

Regulatory Stance on '100%' Claims

The CCPA reiterated that '100%' is a precise and absolute numerical expression that cannot be used loosely or as a marketing slogan, and must correspond exactly with the actual product composition. The Authority stated that all claims relating to composition, quality, nutrition or health benefits must be truthful, verifiable, and non-deceptive. Exaggerated or absolute claims used for commercial advantage cannot be permitted where they compromise consumers' right to accurate information and informed choice. The CCPA will continue enforcement action against misleading claims regarding product nature, quality or composition.