Overview

Akash Yadav, a popular influencer with over 300K followers, has filed a complaint against The Whole Truth, a clean-label food brand, for allegedly misleading consumers. The complaint, submitted to the Food Safety and Standards Authority of India (FSSAI), targets the brand’s protein powder and hazelnut spread. The Whole Truth, launched in 2019 by Shashank Mehta, markets itself as a clean-label brand committed to simple ingredients and full ingredient disclosure. Valued at over ₹2,100 crore, the brand initially launched as “And Nothing Else” before rebranding. The Core Allegations are:

Excess Sugar in Protein Powder

Yadav criticised The Whole Truth’s coffee-flavoured protein powder for containing 25 grams of sugar per 100 grams, with 14 grams added. He argued that protein powders, especially those marketed to the general public, should contain minimal sugar, ideally 0–5 grams. While some experts supported this view, others defended the product, calling it suitable for beginners and those new to protein supplements.

Misleading Tagline

Yadav also called out a tagline on the brand’s protein bars, claiming they were suitable for “your parents and your kids.” He deemed this misleading, given the high sugar content. Following his video, The Whole Truth removed the tagline from its marketing.

Hazelnut Spread Ingredients

Yadav questioned the ingredients of the brand’s hazelnut spread, claiming it didn’t contain “real chocolate.” The spread uses cocoa nibs and cocoa powder instead. Experts clarified that while these ingredients are processed differently, they still provide nutritional benefits due to their antioxidant properties.

The Brand’s Response

The Whole Truth rejected Yadav’s claims, maintaining that their products comply with clean-label standards. They defended their protein powder, highlighting its suitability for beginners, and assured consumers that their hazelnut spread, made with cocoa nibs and powder, is both healthy and transparent. The brand emphasised its commitment to full ingredient disclosure on all packaging.

Consumer Reactions

Consumers have expressed mixed opinions. Some supported Yadav’s stance, particularly on the sugar content, while others appreciated the brand’s transparency and commitment to natural ingredients. The brand’s removal of the controversial tagline was seen as a positive response.

The Bigger Picture

This dispute sheds light on the increasing scrutiny of clean-label claims in India. As the market for such products expands, brands must ensure that their marketing aligns with consumer expectations for transparency and health. This incident could prompt stricter oversight by FSSAI, pushing brands to substantiate their claims to avoid future controversies.

Conclusion

Akash Yadav’s complaint underscores the growing demand for transparency in the food industry. While The Whole Truth stands by its products, the controversy highlights the need for clear, honest labelling and marketing, particularly as clean-label foods continue to gain popularity in India.

Source: Food Tech News