Suggi Naturals Pvt Ltd - SUGGI SUGAR

Recommendation: Upheld | Medium: Suo Motu - NAMS (TAMS)

In the absence of a written response along with documents for substantiation on or before the prescribed due date, the ASCI Secretariat considered this complaint exparte. Claim (in Kannada) as translated in English, states, “In Your food, pure suggi sugar, use. Experience sweetness”. The advertiser has not provided supporting evidence to prove that the product meets the FSSAI criteria for claiming their sugar to be 'pure'. According to Schedule V, Clause 3(a), the term 'pure' can only be used to describe a single ingredient food to which nothing has been added and that is free from avoidable contamination, with unavoidable contaminants within permissible levels. The use of the term 'pure' in the claim, 'In your food, pure suggi sugar, use. Experience sweetness,' contravenes the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The claim is misleading by exaggeration. This advertisement is in contravention of Chapter I, Clauses 1.1, and 1.4, Chapter III, Clause 3.4 of the ASCI Code, and ASCI Guidelines on Advertising of Foods & Beverages (F&B). Complaint was Upheld.