Do you consume Britannia’s ‘100% Whole Wheat’ bread? Do you believe it is made entirely from whole wheat flour, as claimed on the packet? If so, there is some significant news for you. The Central Consumer Protection Authority (CCPA) has raised questions regarding Britannia’s ‘100% Whole Wheat Bread’ claim. Terming this claim a misleading advertisement, the authority has imposed a fine of ₹1 lakh on the company.
A claim of ‘100% Whole Wheat,’ yet only 62% wheat flour.
According to the CCPA’s order, while the bread packet claimed it was ‘100% Whole Wheat,’ the actual content of wheat flour was declared to be only 62%. It is noted that the remaining 38% consists of other ingredients, including rice bran. According to the Authority, the use of the term “100%” could lead consumers to believe that the bread is made entirely from whole wheat; therefore, this claim is likely to mislead consumers. The order further states that, during the investigation, the company acknowledged that the wheat flour content in this bread is 62%.
Strict Order from CCPA: Stop Advertisements Immediately
In an order issued on October 22—under the leadership of CCPA Chief Commissioner Nidhi Khare—the company has been directed to immediately cease the advertisement across all print and electronic media, including social media. Additionally, the company has been directed to submit a report within 15 days confirming compliance with these instructions. A notable aspect of this case is that the CCPA initiated the action suo motu—based on its own examination of the advertisement—rather than in response to a consumer complaint.
A fine of Rs 1 lakh has been imposed, and the ‘100%’ claim must be removed from the packaging.
The directive also cites the Food Safety and Standards (Advertising and Claims) Regulations, 2018. According to the CCPA, these regulations do not provide for making a claim by prefixing ‘100%’ to the term ‘Whole Wheat’. Consequently, this claim has been deemed misleading under the Consumer Protection Act, 2019. In this case, a fine of Rs 1 lakh has been imposed on Britannia. Additionally, instructions have been issued to immediately remove the ‘100%’ claim from bread packets and all advertisements.
