Bournvita

Rebranding offers clearer and more transparent representation of the product category, says company

Major players are working with sellers on their platforms to change the listing of products

The food safety regulator had iterated that 'energy drinks' is permitted to be used for carbonated and non-carbonated water-based flavoured drinks

The Ministry of Commerce and Industry has asked all e-commerce companies to remove all drinks and beverages, including Bournvita, from "healthy drinks" section

The committee periodically scrutinises advertisements and claims made by FBOs on social media, e-commerce platforms and elsewhere

Commission says it is acting after complaint against the Indian arm of USA's Mondelez

Bournvita recently made headlines after an Instagram influencer claimed that it contains sugar, cocoa solids and a cancer-causing colourant

Apex child rights body NCPCR on Wednesday asked Mondelez India-owned brand Bournvita to withdraw all "misleading" advertisements, packaging and labels after a video claimed that the health drink has high sugar content. In a notice to the confectionery major, the National Commission for Protection of Child Rights (NCPCR) also asked it to send within seven days a detailed explanation or report to apprise the panel on the matter. The notice came after a social media influencer sparked a row by posting a video alleging that Bournvita has high sugar content. Though the influencer, Revant Himatsingka, deleted the video from all platforms after being served a legal notice by Mondelez India, it had already raked up around 12 million views and was widely circulated. The NCPCR said it has received a complaint alleging that Bournvita promotes itself as a health drink improving children's growth and development but it contains high percentage of sugar and other substances that might impact a

TMS Ep 417: India's demography, Bournvita row, markets, Sudan turmoil

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Food regulator FSSAI on Friday said it continues to act against food business operators reported to be involved in making false or misleading claims to protect consumer interests, amid issue over allegations of high sugar content in Mondelez India-owned health drink brand Bournvita. Although the Food Safety and Standards Authority of India (FSSAI) did not specifically refer to the Bournvita issue, the regulator in a statement said that it has taken note of various media reports, including on social media about various health claims made by the Food Business Operators (FBOs) in the country. "FSSAI is actively discharging its statutory role for the sake of consumers by acting against the FBOs reported to be involved in making any false/misleading claims on food products to protect the interests of the consumers while ensuring fair trade practices and orderly growth of food industry in the country," it said. The statement comes in the wake of allegations of high sugar content in ...

Govt looks to rein them in with guidelines

Mondelez India-owned health drink brand Bournvita on Monday rejected the claims of a social media influencer of having high sugar content, terming a video posted by him as "unscientific", which "distorted facts and made false and negative inferences". The video has been deleted by the influencer Revant Himatsingka after being served a legal notice by the company, but it was widely circulated on the social media platform putting the confectionery major in a tizzy. Rejecting it, Bournvita in a statement said over the last seven decades, it has earned the trust of consumers in India by being a scientifically formulated product that adheres to quality standards and complies with the laws of the land. "We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutrition

Within biscuits, this will be the fourth launch after Oreo in 2011, Bournvita biscuits in 2016 and Cadbury Chocobake cookies in early 2020

Mondelez is the country's largest chocolate player and ranks among the top two health food drink makers in India

Given increasing consumer concerns over a healthy lifestyle, the company sees potential in expanding the brand's health promise into new forms and areas

Mondelez is also looking at more emerging spaces within health drinks

The health drink brand from Mondelez walks the tight rope between tradition and trendy to stay relevant