Key Update

Clean-label food startup The Whole Truth is facing growing scrutiny after regulators, competitors, and influencers questioned some of its product claims and marketing practices. Founded in 2019 by Shashank Mehta, the company built its brand around ingredient transparency and “honest” food products aimed at health-conscious consumers.

FSSAI Questions Product Claims

The Food Safety and Standards Authority of India (FSSAI)) recently sent a notice to the company over its “No Added Sugar” claims on products sweetened with dates and similar ingredients. In response, The Whole Truth told Mint that it would discontinue the use of  no sugar claims on products containing dates or similar sweeteners and had already started changing labels to “sweetened with dates.”

Mehta said similar products in countries such as the United States continue to use such claims despite using date-based sweeteners. However, he added that the company respects the position taken by Indian authorities. Apart from the sugar-related claims, FSSAI and the Advertising Standards Council of India (ASCI) also examined promotional phrases used on some of the company’s whey protein and snack products.

Regulators questioned claims such as “Cleanest, lightest whey protein ever” and “the cleanest most easily digestible protein on Mother Earth,” saying the wording could create misleading health impressions. Following ASCI intervention, the company reportedly modified or withdrew some of the claims. An FSSAI spokesperson said authorities can impose penalties of up to ₹10 lakh under Section 53 of the Food Safety and Standards Act for misleading food advertisements.

Rival Brand and Influencer Raise Concerns

The regulatory scrutiny also triggered criticism from competitors and online creators. Chocolate brand Paul and Mike reportedly filed complaints with FSSAI, ASCI, and Centralized Public Grievance Redress and Monitoring System (CPGRAMS) over the issue. Vikas Temani of Paul and Mike said some clean-label brands create a misleading ‘health halo’ by using dates and similar ingredients as sugar substitutes while continuing to market products as ‘No Added Sugar.’”

He added that customers informed the company that even people with diabetes were consuming such products, believing them to be healthier alternatives. At the same time, influencer Akash Yadav filed a complaint with FSSAI and criticised the company online. In a video posted on social media, Yadav questioned the sugar content in one of the brand’s coffee-flavoured protein powders and argued that products marketed as suitable “for everyone” may not necessarily be appropriate for children or diabetics. Yadav also criticised the company’s hazelnut spread and claimed the brand later removed certain marketing lines after online criticism intensified.

Experts Offer Mixed Views

The controversy also sparked debate among nutrition experts. Dietitian Komal Malik said protein powders generally do not require high sugar levels unless manufacturers add flavour enhancers.

However, nutritionist Debjani Gupta defended the product and described it as beginner-friendly. She said consumers looking for lower-sugar options could choose whey isolate variants instead. Nutritionist Aditi Prabhu said consumers often assume ingredients such as dates or jaggery automatically make products healthier, even though they still contribute significant sugar content.

Wider Debate Around Clean-Label Marketing

The Whole Truth defended its broader philosophy and said it prioritised ingredient transparency from the beginning, describing itself as a “truth brand” rather than a traditional health brand. The controversy reflects growing scrutiny of India’s clean-label food industry as regulators and consumers increasingly question how companies use terms such as “natural,” “clean,” and “honest” in food marketing.

Source: Mint