The Food Safety and Standards Authority of India (FSSAI) has directed Dabur India to immediately stop selling several food products carrying misleading “100%” claims, including honey, apple cider vinegar, coconut oil and ghee.

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The Food Safety and Standards Authority of India (FSSAI) on Monday said it has issued a prohibition of sale order to Dabur India over the sales of food products carrying “misleading 100%” claims. It said this included honey, Apple Cider Vinegar, Virgin Coconut Oil, Sesame Oil, Cow Ghee, Coconut Water, Coconut Milk and other such products.The food safety regulator said it has directed the company to “immediately prohibit” the sale of these products and submit an action taken report within 15 days.“Food products being sold on the company’s website were found carrying misleading 100 per cent claims” such as “100% Natural”, “100% Pure”, “100% Purity Guaranteed”, “100% Organic” and “100% Tender Coconut Water,” it stated in a social media post.FSSAI cites advertising and organic labelling violationsThe food safety authority said that 100 per cent claims are in contravention of the FSS (Advertising & Claims) Regulations, 2018, as “they are ambiguous, unverifiable and likely to mislead consumers.”It also said in the social media post that the company’s products, Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey, were found to be displaying the Jaivik Bharat Logo without a valid FSSAI organic endorsement. This is in contravention of the FSS (Organic Foods) Regulations, 2017, it added.Noting that Dabur Hommade Coconut Milk was marketed with the claim “100% Purity”, it added that such a claim is not permissible for compound foods under the FSS (Advertising & Claims) Regulations, 2018.Company asked to submit action taken report within 15 days“Despite an earlier notice directing discontinuation of misleading “100%” claims, no satisfactory corrective action was taken by the (FBO). FSSAI has directed Dabur India Limited to immediately prohibit the sale of the food products covered under the notice and all other food products carrying misleading “100%” claims, and to submit an Action Taken Report (ATR) within 15 days,” it added.This comes at a time when the food safety regulator has been cracking down on various food business operators for misleading claims, labelling violations, and other violations.Published on August 3, 2026