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Food group Nestle has withdrawn Maggi noodles from sale in India due to "an environment of confusion for consumers", following a food scare sparked by reports of excess lead in some packets of the popular instant snack.
Nestle reiterated the noodles were safe, but after coming under fire in local media for reacting too little and too late, the group said it would recall the product regardless.
At least six states have banned Maggi noodles after tests revealed some packets contained excess amounts of lead. On Thursday, Tamil Nadu became the first state to ban several brands of instant noodles, including Nestle.
"The trust of our consumers and the safety of our products is our first priority," the group said in a statement on Friday.
"Unfortunately, recent developments and unfounded concerns about the product have led to an environment of confusion for the consumer, to such an extent that we have decided to withdraw the product off the shelves, despite the product being safe."
However, the company “promised” that the “the trusted Maggi noodles will be back in the market as soon as the current situation is clarified”.
Sales of Maggi noodles in India represent a tiny fraction of Nestle's company-wide revenue of almost 92 billion Swiss francs ($98.6 billion). But the importance of containing damage to the brand has not been lost on the Switzerland-based firm, whose group chief executive Paul Bulcke will speak later on Friday in New Delhi to seek to draw a line under the scare.
"The action comes late, but according to me, it is the right thing for them to do. Any responsible company should do this," said consultant Harish Bijoor, who specialises in branding and business strategy. "The regulator is 'God' in this entire thing. The power is not with the company."
The noodle scare is India's biggest involving packaged foods since 2006, when a New Delhi environmental group raised questions over pesticide traces in Coca Cola Co and PepsiCo Inc fizzy drinks.
Food inspectors in Uttar Pradesh last month reported high lead content was found during routine tests on two dozen packets of instant noodles.
Nestle India had said earlier this week it had conducted internal and external tests of 125 million Maggi packets which showed "lead levels are well within the limits specified by food regulations and that Maggi noodles are safe to eat".
Union Food and Consumer Affairs Minister Ram Vilas Paswan on Thursday had said that the central government would initiate action if samples sent for testing were found to be unsafe.
Food Safety and Standards Authority of India (FSSAI)'s chief executive officer Yudhvir Singh Malik also had said that national recall could be ordered by Monday if at least six states send reports showing higher than permitted lead and monosodium glutamate (MSG) in Maggi.
Maggi noodles are a hugely popular snack in India, and it has long been a market leader.
