Hindustan Unilever Ltd (HUL) proposes to change the labelling of its Kissan Amaze, a malted beverage for children, in response to a notice sent by the Food Safety and Standards Authority of India (FSSAI).
FSSAI, the autonomous statutory body to ensure food safety and administered by the health ministry, has charged HUL with “misbranding” Kissan Amaze.
“HUL has sought a meeting with the Expert Committee so that the difference of views can be addressed. Meanwhile, we have also submitted the revised labels of Amaze to the Additional Director General, PFA (Prevention of Food Adulteration), so that we are fully compliant,” an HUL spokesperson told Business Standard.
HUL also plans to drop the word “brainfood” from the product, according to an FSSAI official. The official also said that HUL was even planning to stop its production. HUL didn’t respond to plan to stop production. A retailer, on condition of anonymity , said Amaze was not a hit product anyway. “Since the launch, the product is not selling well. So, it’s expected if the company stops the production,” he said.
A couple of months ago, some scientists complained to the health ministry that the claims made by HUL were not true. HUL claims that Amaze gives 33 per cent of the key brain nutrients required by children daily. FSSAI set up a committee to examine the matter and the committee found there was no scientific truth in the claims made by the company. The committee report was sent to HUL to respond.
Regarding the charges, the company spokesperson said: “It appears from the report that the committee interpreted the Amaze claims as product claims, while in fact, the claims being made are nutrient function claims. It is pertinent to clarify that the claims made by Amaze are based on the latest scientific evidence in the field of mental development and the science behind the claims has been corroborated by eminent scientists and nutritionists nationally and globally as part of HUL/Unilever scientific advisory board.”
This case has evoked the government’s dormant thought to make a law on advertising to regulate tall-claims made by companies in advertisements. FSSAI is in the process of getting the law notified.
