The Food Safety and Standards Authority of India (FSSAI) recently issued a directive warning for food businesses in the country against casually using terms like “100% pure” or “100% natural” on packaging and advertisements.

According to their statement, such claims can be misleading if not backed by solid scientific evidence. The FSSAI observed that many food businesses use such phrases without clarity or proof, potentially violating fair labeling practices and consumer trust.

This move is part of a broader shift toward more stringent packaging regulations in the F&B sector. For large, fast-moving portfolios, this isn’t just a copy tweak, but a sign to revisit how claims are created, vetted, and approved across teams.

Reason why “100%” claims are under fire

At first glance, labels like “100% juice” or “100% vegetarian” seem harmless, even reassuring. But without clearly defined standards or substantiation, they can blur the line between marketing and misinformation.

Here’s why regulators are turning it up:

Vague claims mislead consumers

Terms like “100% natural” can be flat-out misleading, especially if the product still contains preservatives, additives, or artificial ingredients. When the reality doesn’t match the claim, it erodes consumer trust and invites regulatory action.

Lack of scientific proof

The FSSAI has made it clear that all such claims must be supported by verifiable data or accepted standards. If you’re making absolute claims, they need to be defensible and documented during regulatory audits.

Unfair advantage

Brands that follow the rules are often undercut by competitors who make bolder, unverified claims. This distorts the marketplace and forces regulators to intervene in fair competition.

What this means for packaging and marketing teams in F&B industry

For F&B brands managing dozens (or hundreds) of SKUs, the implications are clear: even a single word like “100%” can delay go-to-market timelines, introduce regulatory risk, or force sudden label overhauls.

Here are the key challenges teams face:

1. Every word now needs legal scrutiny

‍Marketing-led copy that is not substantiated cannot sail through approvals. Now, regulatory teams need to assess every claim for compliance and defend it under audit.

2. Disjointed workflows can create blind spots

If your legal, marketing, and packaging teams aren’t reviewing artwork collaboratively, critical issues are likely to be missed. The lack of a unified system increases rework and slows down go-to-market speed.

3. Artwork checks need to be systematic

‍Manually checking every label change and update can always be time-consuming and prone to errors. As regulations evolve in this demanding market, so should your label audits, especially across large portfolios when it’s sensitive.  

Also read: The Ultimate Guide to Scaling Your Packaging Process as Your Portfolio Grows

4. Absence of version control  

When changes happen, teams often struggle to track which files are current and which aren’t. This can lead to accidentally printing the wrong version or worse, sending non-compliant products into distribution.

How Artwork Flow helps you stay ahead of compliance risks

Whether you're redesigning your entire portfolio or making claim-level updates, an artwork management tool like Artwork Flow is built to help you launch accurate packaging labels faster in the market. Here’s how:

1. Centralize communication and collaboration across departments

Workflows let you define steps for updating claims (like removing “100%”) once and apply them to every affected SKU. This way, you avoid starting from scratch each time. With all the teams such as design, legal, and packaging working in a single workflow, feedback stays centralized, version confusion is eliminated, and decisions move faster without endless email loops.  

2. Flag non-compliant terms in early stages  

Artwork Flow’s smart compliance tool can automatically identify if these new terms have been updated. It can detect high-risk language phrases like “100% natural” or “100% pure” during the label review stage. This gives legal and regulatory teams a headstart to revise or justify the claim with supporting evidence.

3. Update your custom rulebooks

You can configure your own rules based on internal standards and FSSAI guidelines in our compliance module. These rules will be run against your artwork across product lines making sure your new and existing labels align with regulatory requirements before they go to print.

4. Maintain version control and audit trails

Each artwork revision is timestamped, documented, and easy to retrieve, whether for internal reviews, board audits, or regulatory compliance checks. This reduces the risk of outdated files making their way to production.

Final word

The FSSAI’s stance on “100%” claims can change the way brands approach label accuracy and consumer trust. For fast-moving food and beverage brands, staying compliant means building smarter, scalable workflows.

With Artwork Flow, your team can ensure that every claim on your packaging is accurate, up-to-date, and legally sound from first draft to final print.

Looking to upgrade your packaging workflows for compliance?
Book a free demo with Artwork Flow today.

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