Recent enforcement action in India suggests that food and beverage regulators are taking an increasingly literal approach to prominent product claims. In June 2026, the Central Consumer Protection Authority (CCPA) penalised two food businesses for their use of “100%” claims. Soon afterwards, the Food Safety and Standards Authority of India (FSSAI) reportedly issued notices to six beverage brands concerning the description and promotion of products as “energy drinks.”
Read together, these developments carry a clear message for advertisers: an accurate ingredient list or a qualifying statement in fine print may not cure an absolute or potentially misleading claim on the front of a package, in an advertisement or in an online product listing.
Storia: “100%” claims for reconstituted beverages
On 18 June 2026, the CCPA imposed a penalty of INR 100,000 (approximately USD 1,170) on Storia Foods and Beverages Private Limited in relation to claims used for its coconut-water and fruit-based beverages.
Storia advertised its product as “100% Tender Coconut Water” and “100% Natural Tender Coconut Water” on its packaging, website and listings on major e-commerce platforms. According to the CCPA, however, the ingredient declaration identified the product as water and coconut-water concentrate (9.6%), reconstituted to the equivalent of coconut water. The product also contained the preservative INS 202.
The CCPA considered that an ordinary consumer would understand the prominent claim to mean that the product consisted entirely of natural tender coconut water. The less prominent disclosure that the beverage had been reconstituted did not, in the Authority’s view, correct the overall impression created by the principal claim. The presence of a preservative also made the “100% Natural” claim untenable.
The Authority reached a similar conclusion regarding Storia beverages marketed as “100% Juice,” including pomegranate, mixed-fruit, mango and guava-chilli variants. Their ingredient declarations showed water, concentrates and, depending on the product, relatively small proportions of fruit ingredients.
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