Food Safety Regulator Seeks Explanation Following Consumer Complaint Over Product Labeling and Marketing Claims
The Food Safety and Standards Authority of India (FSSAI) has issued a notice to SAJ Food Products Pvt. Ltd., the parent company of the Bisk Farm brand, over alleged misleading claims on the packaging of its Eat Fit Digestive Biscuits. The action follows a consumer complaint questioning the accuracy of the product’s “100% Atta” and “No Added Sugar” claims.
According to the regulator, the complaint highlighted that while the front of the biscuit pack prominently displays the claim “100% Atta,” the ingredient declaration indicates that wheat flour (atta) accounts for 72.33% of the product. FSSAI is examining whether the labeling could mislead consumers regarding the product’s composition.
The food safety authority also raised concerns about the product’s “No Added Sugar” claim. It noted that the biscuits contain ingredients such as maltodextrin and glucose syrup solids, prompting questions over whether the claim complies with food labeling regulations and existing FSSAI advisories.
FSSAI has directed SAJ Food Products to submit a detailed explanation within seven days and clarify why regulatory action should not be initiated under the provisions of the Food Safety and Standards Act, 2006. The notice forms part of the regulator’s broader efforts to strengthen compliance and curb misleading claims on packaged food products.
The development comes amid an intensified enforcement drive by FSSAI, which has recently issued notices to several food business operators over labeling practices, product claims, and hygiene-related concerns. The regulator has reiterated its commitment to ensuring transparent food labeling and enabling consumers to make informed purchasing decisions.
SAJ Food Products continues to market the Eat Fit Digestive 100% Atta biscuits through the Bisk Farm portfolio, where the product is positioned as a fibre-enriched digestive biscuit intended for health-conscious consumers.