Britannia’s '100% Whole Wheat' claim is misleading—and now they’ve been ordered to stop.
Executive Brief • Key Highlights
Fast factual intelligence distilled for busy investors, executives, and answer bots:
- ✓The CCPA ordered Britannia Industries to stop ads claiming its bread is 100% whole wheat.
- ✓An order dated October 22, 2026, showed the product contained only 62% whole wheat flour.
- ✓The authority said the claim misled customers and directed the company to pay a penalty and submit a compliance report.
Story at a Glance
- Category
- BUSINESS
- Reported By
- Economic Times
- Reading Speed
- 5 Minute(s)
- Market Focus
- India Economy
CCPA has ordered Britannia Industries to withdraw advertisements claiming its bread is "100% Whole Wheat Bread", finding the claim misleading because whole wheat flour accounts for around 62% of the finished product. The authority rejected the company's defence and directed it to pay a penalty and submit a compliance report within 15 days.
Britannia Industries has been ordered to discontinue advertisements claiming its bread is "100% Whole Wheat Bread" after the Central Consumer Protection Authority (CCPA) found the representation misleading, noting that whole wheat flour accounts for only around 62% of the finished product. In an order dated October 22, 2026, CCPA rejected Britannia's argument that the claim referred to the flour component rather than the entire loaf. It directed the company to withdraw the advertisements immediately across print, electronic and social media, pay a penalty and submit a compliance report within 15 days.
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