India's food regulator, the Food Safety and Standards Authority of India (FSSAI), has stepped up its examination of food and nutraceutical products that use marketing claims such as 'natural', 'healthy', 'heart-friendly', and 'no added sugar'.The move follows concerns that some labels and advertisements may mislead consumers about the actual nutritional quality of products.According to the report, several products have been flagged for potentially deceptive branding, labelling, and promotional claims.

Among the cases highlighted was a mango juice product advertised as containing 'no added sugar' even though its ingredient list included 49% sugarcane juice.

Other products questioned by the regulator included instant noodles marketed as '100% natural', paneer promoted as 'natural', nutraceutical and whey protein products making health-related claims, a tofu product claiming anti-cancer benefits, and a cooking oil sold under a heart-health positioning.

Former FSSAI CEO Pawan Kumar Agarwal stated that India already has comprehensive regulations governing food claims and that notices issued by the regulator are part of a verification process rather than proof of violations.He noted that reputational damage can often be a stronger deterrent than financial penalties.

Health and nutrition experts welcomed the regulator's action, arguing that terms such as 'healthy', 'natural', and 'no added sugar' can create a misleading health halo around products, especially ultra-processed foods.

Specialists including diabetes expert Dr V Mohan and AIIMS dietician Monita Gahlot stressed that consumers should examine nutritional information carefully instead of relying solely on marketing messages.

Separately, FSSAI also issued notices to Bikanervala over alleged hygiene concerns and to Param Dairy following complaints regarding fungal contamination in dairy products supplied through IRCTC catering services.