Key Update

The Central Consumer Protection Authority (CCPA) has imposed a ₹1 lakh penalty on Sunrise Foods for marketing its Everyday bread as “100% Whole Wheat Bread” despite whole wheat flour accounting for only 64% of the finished product’s weight. In its October 28 order, the authority directed the company to withdraw the misleading claim from print, electronic and social media advertisements and submit a compliance report within 15 days.

CCPA Questions Whole Wheat Claim

The CCPA found that the packaging gave consumers an inaccurate impression of the bread’s composition. It also questioned the product’s compliance with FSSAI standards, which require bread labelled as “Whole Wheat Bread” to contain at least 75% whole wheat flour on a flour basis.

Company’s Defence Falls Short

Sunrise Foods defended its claim, saying whole wheat flour made up 96.3% of its flour-related ingredients, while the 64% figure reflected its share of the finished product. The company also maintained that it had revised the packaging to remove the “100%” claim. However, at an October 23 hearing, the authority found that the disputed packaging was still displayed on Blinkit and Zepto.

Misleading Labels Violate Consumer Rights

Rejecting the company’s explanation, the CCPA ruled that smaller ingredient declarations could not correct a misleading claim prominently displayed on the front of the pack. It held Sunrise Foods responsible for misleading advertising and unfair trade practices under the Consumer Protection Act, 2019. The ruling highlights the need for transparent food labelling and reminds manufacturers that packaging claims must accurately reflect a product’s composition.

Source: Hindustan Times