NEW DELHI: CCPA has imposed a penalty of Rs 1 lakh on Britannia Industries for misleading consumers by marketing its bread as “100% Whole Wheat Bread” when whole wheat flour accounted for only 62% of the product.In an order last week, CCPA directed the company to immediately discontinue the misleading advertisement across print and electronic media, including social media platforms, and submit a compliance report within 15 days.It said the prominent “100% Whole Wheat Bread” claim created the impression that the product was entirely made of whole wheat flour, while the ingredient declaration on the packaging showed that wheat flour (atta) constituted only 62% of the product.CCPA noted that food labelling regulations require whole wheat flour to constitute at least 75% of the prescribed composition for a product to be labelled “Whole Wheat Bread”. It also rejected the company’s argument that the “100%” claim referred to the wheat content rather than the entire product.
