Bournvita Removed from ‘Health Drinks’ Category by Government Directive to E-commerce Platforms

In a recent development impacting brands like Bournvita, the Ministry of Commerce and Industry has instructed all e-commerce websites to eliminate drinks and beverages from the “healthy drinks” category on their platforms.

The directive follows an inquiry conducted by the National Commission for Protection of Child Rights (NCPCR), which determined the absence of a defined “health drink” under the Food Safety and Standards Act 2006, along with its rules and regulations, as submitted by FSSAI and Mondelez India.

Issuing a notification on April 10, the ministry emphasized that e-commerce companies must remove drink and beverage products, including Bournvita, from the classification of “health drinks” on their respective sites and platforms.

This decision aligns with a recent communication from the Food Safety and Standards Authority of India (FSSAI), urging e-commerce platforms not to categorize dairy, cereal, or malt-based beverages as “health drinks” or “energy drinks.” FSSAI highlighted that such terminology lacks definition within Indian food laws, and labeling products inaccurately may mislead consumers. Consequently, e-commerce sites have been urged to either rectify or remove such advertisements.

This move underscores a concerted effort to ensure transparency and accuracy in the labeling and marketing of food and beverage products, particularly those targeted at health-conscious consumers.