Bread labelled '100% Whole Wheat' had just 62% wheat flour; CCPA fines company Rs 1 lakh
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓The CCPA fined a company Rs 1 lakh on October 22 for misleading bread labels.
- ✓The product claimed to be 100% whole wheat but only contained 62% wheat flour.
- ✓Officials said the claim "unequivocally conveys to an average consumer that the impugned product is composed entirely of whole wheat flour."
Story at a Glance
- Category
- BUSINESS
- Reported By
- Financial Express
- Reading Speed
- 4 Minute(s)
- Market Focus
- India Economy
The order said the claims "100% Whole Wheat Bread" and "0% Maida" clearly led consumers to believe the product contained only whole wheat flour.
In its October 22 order, the CCPA held that the claim amounted to a misleading advertisement and unfair trade practice, and violated consumers' right to accurate information about a product's quality, quantity and composition.
According to the IE report, the company marketed the product as "100% Whole Wheat Bread" and also used the claim "0% Maida". According to the CCPA, these claims together created the impression that the bread was made entirely of whole wheat flour. However, the product's packaging showed that whole wheat flour accounted for only 62% of the total ingredients. The remaining portion included other ingredients such as water, yeast, wheat bran and other constituents.
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