Dabur Honey, coconut milk and more face FSSAI ban over ‘misleading’ 100% claims | Check full list

Dabur India has been ordered to immediately halt sales of products marketed with claims of ‘100% purity’ — including virgin coconut oil and apple cider vinegar — which the food regulator Food Safety and Standards Authority of India (FSSAI) said were ambiguous, unverifiable and likely to mislead consumers.

The FSSAI said it violated the FSS (Advertising & Claims) Regulations, 2018.

In a social media post late Monday, the FSSAI said it has banned Dabur India products for using “100 per cent” claims. According to the food regulator, such labelling violates the law and constitutes false advertising.

“The FSSAI has issued a Prohibition Order directing M/s Dabur India Limited to immediately cease the sale of food products carrying misleading ‘100%’ claims,” the agency wrote.

Full list of Dabur products banned

• Honey
• Apple cider vinegar
• Virgin coconut oil
• Sesame oil
• Cow ghee
• Coconut water
• Coconut milk

According to the food regulator, Dabur India's “100 per cent claims" violated the FSS (Advertising & Claims) Regulations, 2018, citing the example of Dabur Hommade Coconut Milk, which was marketed with the claim "100 per cent Purity".

The regulator also said Dabur’s Organic Apple Cider Vinegar and Organic Honey displayed ‘Jaivik Bharat Logo’ — used to denote certified organic products — without a valid FSSAI endorsement.

The food regulator also noted that despite an earlier notice directing Dabur to withdraw products carrying such claims, the company failed to take “satisfactory corrective action”.

Dabur has been asked to submit a compliance report within 15 days.

In a statement, Dabur said it is in the process of checking the content of its products and those flagged by the FSSAI.

FSSAI crackdown

The FSSAI has taken strict regulatory action against several companies, including Dabur India, for violating food safety and quality standards. The regulator has issued bans, suspensions, and prohibition orders targeting the following entities:

• Diageo India & Inbrew Beverages: The FSSAI barred the sale of several popular liquors, including Antiquity Blue Whisky, Royal Challenge Whisky (produced in Madhya Pradesh), and McDowell’s No 1 Rum (produced in Maharashtra).
  Tests revealed the products were "sub-standard," relying on artificial or nature-identical flavours to replicate taste and aroma rather than using proper ingredients and traditional ageing.
• Matri Drinking Water (Tripura): The company's licence was suspended after tests detected foreign materials in its packaged drinking water.
• Noble Healthcare (Punjab): A strict prohibition order was issued for violating food safety laws. The FSSAI noted that their product contained unpermitted ingredients and that its Vitamin C content (90 mg) exceeded the Recommended Dietary Allowance (RDA) set by the 2020 ICMR-NIN Guidelines.