Food brands to remove 100% fruit juice claims from labels and ads

News Excerpt:

The Food Safety and Standards Authority of India (FSSAI) has mandated all Food Business Operators (FBOs) to immediately remove any '100% fruit juice' claims from the labels and advertisements of reconstituted fruit juices, according to an official statement.

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  • FSSAI has instructed food business operators (FBOs) to exhaust all existing pre-printed packaging materials before September 1, 2024, that claim the product is "100% fruit juice.
  • According to FSSAI, there is no provision under the Food Safety and Standards (Advertising and Claims) Regulations, 2018, for making a '100%' claim on fruit juice products.
  • Such claims are considered misleading, especially when the major ingredient is water, and the primary ingredient (fruit) is present only in limited concentrations or when the fruit juice is reconstituted using water and fruit concentrates or pulp.
  • FBOs have been directed to comply with the standards for fruit juices as specified under sub-regulation 2.3.6 of the Food Safety and Standards (Food Products Standards & Food Additives) Regulation, 2011.
    • This regulation states that products covered by this standard must be labeled in accordance with the Food Safety and Standards (Labeling and Display) Regulations, 2020.
  • In the ingredient list, the word "reconstituted" must be mentioned against the name of the juice that is reconstituted from concentrate.
  • If added nutritive sweeteners exceed 15 gm/kg, the product must be labeled as 'Sweetened juice'.
  • FSSAI is dedicated to protecting and promoting public health through the regulation and supervision of food safety standards across the country.

FSSAI

The Food Safety and Standards Authority of India (FSSAI): It is an autonomous body established under the Ministry of Health & Family Welfare, Government of India.

The FSSAI has been established under the Food Safety and Standards Act, 2006 which is a consolidating statute related to food safety and regulation in India.

FSSAI is responsible for protecting and promoting public health through the regulation and supervision of food safety.

The Chairperson and Chief Executive Officer of Food Safety and Standards Authority of India (FSSAI) appointed by the Government of India. The Chairperson is in the rank of Secretary to Government of India.

5 Core Principles of Doing More with Less

  • A shared vision with all stakeholders and change agents
  • Multiple partnerships with institutions and organizations across the board
  • Standardized processes and practices to achieve scale
  • Leveraging technology to enhance reach, effectiveness and ensure transparency
  • A positive work ethos and culture

VISION: 

  • Build a New India by enabling citizens to have safe and nutritious food to prevent dis- ease and lead healthy and happy lives

Mission: 

  • Set globally benchmarked standards of food and encourage and ensure food businesses to follow these standards and adopt good manufacturing and hygiene practices, and finally enable citizens to eat safe and eat right.

Juice concentrate 

  • It is a thick, syrupy product obtained by removing most of the water content from fruit or vegetable juices through a process of extraction and evaporation. 
  • This process reduces bacterial growth, making the concentrate more stable and less prone to spoilage compared to regular juice. Additionally, it reduces packaging, storage, and transportation costs. 
  • The concentrates are typically filtered, evaporated, and pasteurized, although some may also include additives. Juice concentrates are sold at room temperature or frozen and are intended to be diluted with filtered water before consumption.

Juice concentrate benefits

  • Provides vital nutrients:
    • 100% juice concentrates are a good source of daily vitamin intake.
    • An 8-ounce glass of reconstituted orange juice concentrate contains 138 mg of vitamin C, 295 mg of calcium, 27.5 mg of magnesium, and 418 mg of potassium.
  • Gives you a healthy dose of plant compounds:
    • Juice from concentrate is packed with healthy plant compounds like carotenoids, flavonoids, and anthocyanins.
    • These compounds are known to reduce inflammation and improve heart health.
  • Makes your skin healthier (and glowier):
    • Vitamin C and antioxidants like beta-carotene found in juice concentrates are known to boost skin health.
    • They provide benefits such as reducing inflammation and protecting against UV damage.

Potential downsides of juice concentrate 

  • Lacks fiber. Fiber exhibits substantial benefits for digestive function and overall physiological well-being. However, the processes of extraction and pulverization employed in the production of juice concentrates result in a significant reduction in fiber content. 
  • Has added sweeteners, preservatives and sodium. Juice concentrates frequently contain added sugars and preservatives, which many people prefer to avoid.
    • Processed sugar, in particular, can be associated with various health risks.
    • In vegetable juices, added sodium can be a concern, especially for individuals with high blood pressure.
  • Can be super sugar dense: While it's easy to consume a few oranges' worth of juice in a small glass, eating that many whole oranges would be more challenging. Juice concentrates and packs more fruit, sugar, and calories into a small serving, making overconsumption easier. 
    • Additionally, the lack of fiber in juices can lead to significant blood sugar spikes compared to whole fruits, which can be problematic for those moderating sugar, calorie, or carbohydrate intake.

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