Britannia Fined ₹1 Lakh For Misleading ‘100% Whole Wheat’ Claim
What Happened
The Central Consumer Protection Authority has fined Britannia Industries ₹1 lakh for advertising a bread containing 62% whole wheat flour as “100% Whole Wheat Bread.” The regulator held that the claim could give consumers the impression that the product was made entirely from whole wheat flour. Britannia Industries argued that “100%” referred to the wheat component being entirely whole wheat, with no maida. The CCPA rejected that interpretation and ordered the misleading advertisements to be discontinued, with a compliance report due within 15 days.
Key Takeaways
The CCPA ruled that a prominent “100%” claim must reflect the product’s actual composition and cannot be justified by a narrower interpretation of one ingredient.