In a bid to enhance transparency and accuracy in food labeling, the Food Safety and Standards Authority of India (FSSAI) has issued a significant directive. This directive mandates Food Business Operators (FBOs) to remove the claim of “100% Fruit Juices” from the labels and advertisements of fruit juices with immediate effect. All the FBOs have also been instructed to exhaust all existing pre-printed packaging materials before 1st September, 2024.

Key Points:

  • FSSAI said that several FBOs have been inaccurately marketing various types of reconstituted fruit juices by claiming them to be 100 per cent fruit juices.
  • According to FSSAI, there is no provision under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, for making a ‘100%’ claim on fruit juice products.
  • Such claims are considered misleading, especially when the major ingredient is water, and the primary ingredient (fruit) is present only in limited concentrations or when the fruit juice is reconstituted using water and fruit concentrates or pulp.
  • FBOs have been directed to comply with the standards for fruit juices as specified under sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011.
  • This regulation states that products covered by this standard must be labeled in accordance with the Food Safety and Standards (Labeling and Display) Regulations, 2020.
  • Specifically, in the ingredient list, the word “reconstituted” must be mentioned against the name of the juice that is reconstituted from the concentrate.
  • If added nutritive sweeteners exceed 15 gm/kg, the product must be labeled as ‘Sweetened juice’.
  • FSSAI is dedicated to protecting and promoting public health through the regulation and supervision of food safety standards across the country.

Consumer Awareness:

At its core, this directive emphasizes the importance of consumer awareness. By scrutinizing food labels and understanding the significance of various claims, consumers can make healthier and more informed choices. FSSAI’s initiative aligns with global efforts to promote transparency and empower consumers in navigating the complexities of the modern food landscape.

 Alternatives for FBOs:

In light of this directive, FBOs can explore alternative ways to convey the quality and purity of their fruit juices. Emphasizing the use of natural ingredients, highlighting certifications such as organic or non-GMO, and providing detailed ingredient lists are effective strategies to instill consumer confidence without relying on the claim of “100% Fruit Juices.”


FSSAI’s directive marks a significant step towards enhancing transparency and accountability in the food industry. By removing misleading claims from fruit juice labels and advertisements, the authority aims to empower consumers and foster a culture of honesty and integrity among FBOs. As consumers, let’s continue to advocate for transparency and make informed choices that prioritize our health and well-being.


Disclaimer:  This is an effort by,  to contribute towards improving compliance management regime. User is advised not to construe this service as legal opinion and is advisable to take a view of subject experts.

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