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FSSAI Orders Removal of Misleading ‘100% Fruit Juice’ Claims

Transparency in food labels through FSSAI Directive
An important step to increase transparency in the food sector and avoid false advertising, The Food Safety and Standards Authority of India (FSSAI) has ordered to omit the claim of ‘100% fruit juice’ from FBOs’ labels and advertisements. The rationale for this directive therefore lies in the necessity to shield consumers from false labeling which denies them the ability to base their choice of products on relevant information.

Review of Application to Food Safety Regulations
Issued by FSSAI in a press release, it operates in accordance with the Food Safety and Standards (Advertising and Claims) Regulations, 2018. In the regulations governing the authority, the authority could not find any provision that would allow for a ‘100% claim’. Some of the claims are deemed misleading when the fruit juice contains water as the chief component and the ingredient in relation to which the claim is made is present in limited proportions. This is often the case when fruit juice is reconstituted and made from water and fruit concentrates or pulp.

Reconstituted vs Freshly Squeezed Juice: A Panel of Experts Speak
Kanikka Malhotra, consultant dietician and certified diabetes educator also emphasizes the difference between reconstituted and freshly squeezed fruit juices. Malhotra also agrees that reprocessed fruit juices contain different nutrient value than fresh fruit juices and those obtained through the process of squeezing.

Freshly squeezed juices contain majority of the vitamins, minerals, and enzymes present in the fruits like high vitamin C and potassium content. These juices can help to boost the immune system, enhance digestive process as well as health and wellbeing due to their antioxidant effects. Furthermore, they are free from added sugars, preservatives, and flavors that are normally include in processed meats.

Drawbacks of Consuming Reconstituted Juices
On the other hand, reconstituted fruit juices experience heat treatment during reconstitution and therefore experience significant Vitamins, Minerals and Enzyme loss.


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