FSSAI questions Eat Fit Digestive Biscuits’ ‘100 per cent Atta’ claim

MUMBAI: Looks like one biscuit has landed in a bit of a crunch. The Food Safety and Standards Authority of India (FSSAI) has pulled up SAJ Food Products over the labelling and marketing claims of its Eat Fit Digestive Biscuits, after a consumer complaint raised questions about whether the packaging could mislead buyers.

The food regulator has issued a notice to the company, directing it to submit an explanation within seven days over multiple claims displayed on the product’s packaging, while asking why action should not be initiated under the Food Safety and Standards Act, 2006.

At the centre of the complaint is the product’s prominent “100 per cent Atta” claim on the front of the pack. However, FSSAI noted that the ingredients list states atta accounts for 72.33 per cent of the product, raising concerns over whether the declaration accurately reflects the biscuit’s composition.

The regulator also questioned the “No Added Sugar” claim, observing that the biscuits contain maltodextrin and glucose syrup solids, ingredients that could potentially make the claim misleading for consumers.

In addition, FSSAI sought scientific justification for the use of the product name “Eat Fit Digestive”, stating that such claims must comply with the Food Safety and Standards (Advertising & Claims) Regulations, 2018.

The authority further observed that the “100 per cent Atta” declaration may not align with existing food labelling advisories, given that the product also contains other ingredients and additives.

The notice follows a consumer complaint and forms part of FSSAI’s regulatory review process. No final action has been taken against SAJ Food Products at this stage, with the company now required to respond to the regulator’s observations within the stipulated seven-day period.