Britannia has been fined ₹1 lakh over its “100% Whole Wheat Bread” advertising claim.

Britannia has been fined ₹1 lakh over its “100% Whole Wheat Bread” advertising claim.

India’s Central Consumer Protection Authority (CCPA) found that the bread contained 62% whole wheat flour and ruled that the prominent “100%” claim could mislead consumers about the product’s overall composition.

The authority ordered Britannia to discontinue the advertisements and submit a compliance report within 15 days. The case highlights why accurate food labelling, transparent advertising and consumer trust matter for every FMCG brand.

The bigger question: How much responsibility should brands take for making product labels clear to everyday consumers?