FSSAI Notice Compels The Whole Truth to Rethink "No Added Sugar" Labels

The Whole Truth to Revise Packaging Amid Regulatory Dispute Over "No Added Sugar" Claims

The Whole Truth, a clean-label food startup, has agreed to stop using "no added sugar" claims on products sweetened with dates following a show-cause notice from the Food Safety and Standards Authority of India (FSSAI). The notice was issued in response to complaints filed by rival chocolate brand Paul And Mike, which argued that ingredients such as date powder and similar sweeteners function as sugar substitutes and should not qualify for "no added sugar" claims under existing FSSAI regulations.

The dispute centers on FSSAI's regulations governing "non-addition of sugars" claims, which restrict brands from making such claims if ingredients containing sugars are used as substitutes for added sugar. The Whole Truth co-founder Shashank Mehta stated that the company has already begun transitioning product packaging from "no added sugar" to "sweetened with dates." Mehta emphasized that the company respects the position of the authorities and is committed to complying with the regulator's position.

The Whole Truth's revision of packaging comes as the company defends its formulation approach, which uses whole dates that are chopped, dried, and ground into powder while retaining fibre content. Mehta pointed to the ingredient's glycemic index, stating that it is akin to boiled carrots and apples rather than refined sugar. However, Paul & Mike co-founder Vikas Temani argued that ingredients such as dates and date derivatives could create a misleading "health halo" around products.

Read also: Treasury Yields Experience Largest Increase in Two Weeks Following Release of Labor Market Data

The clean-label and health-food segment in India has expanded rapidly in recent years, prompting closer regulatory attention to nutritional disclosures, advertising language, and packaging claims. FSSAI has periodically tightened norms around front-of-pack communication, including claims related to sugar, fat, natural ingredients, and nutritional content. The Whole Truth, which was founded in 2019 by former Unilever executive Mehta, reported FY25 revenue of Rs 215.8 crore, up from Rs 64.9 crore a year earlier.

The Whole Truth built its brand around ingredient transparency and clean-label positioning in categories such as protein bars, chocolates, and packaged snacks. The company has emerged as one of a growing number of direct-to-consumer food brands targeting health-conscious urban consumers through claims linked to clean ingredients, reduced processing, and simplified labels.