The Whole Truth to revise no added sugar packaging after FSSAI scrutiny

Clean-label food startup The Whole Truth has agreed to stop using “no added sugar” claims on products sweetened with dates after receiving a show-cause notice from India’s food regulator, according to news reports.

The development is expected to have wider implications for packaging professionals, food brands, and label converters as regulators increase scrutiny around on-pack health and nutrition claims.

According to reports, the notice was issued by the Food Safety and Standards Authority of India (FSSAI) following complaints filed by premium chocolate brand Paul And Mike, which argued that ingredients such as date powder and related sweeteners effectively function as sugar substitutes and therefore should not qualify for “no added sugar” claims under existing regulations.

The Whole Truth will revising packaging and replace the “no added sugar” statement with “sweetened with dates”.

Co-founder Shashank Mehta reportedly said products using date-based sweeteners are commonly marketed internationally with “no added sugar” claims, particularly in markets such as the US. However, he added that the company would comply with the regulator’s interpretation.

The dispute centres on FSSAI regulations relating to “non-addition of sugars” claims. Under the rules, companies cannot make such claims if ingredients containing sugars are used as substitutes for added sugar.

Industry observers say the development could trigger wider review of packaging claims across India’s rapidly growing health-food and direct-to-consumer food sectors.

The issue also highlights the growing role of packaging teams, regulatory affairs professionals, artwork departments, and converters in ensuring compliance before products reach shelves.

According to reports, Paul And Mike co-founder Vikas Temani argued that ingredients such as dates and date derivatives could create a misleading “health halo” around products if such claims become accepted industry practice.

The Whole Truth has maintained that its processing method differs significantly from refined sugar production. Mehta reportedly said the company uses whole dates that are chopped, dried, and ground into powder while retaining fibre content.

Founded in 2019 by former Unilever executive Mehta, The Whole Truth has built its business around ingredient transparency and clean-label positioning across chocolates, protein bars, and packaged snacks. According to reports, the company recorded FY25 revenues of INR 215.8-crore, compared with INR 64.9-crore a year earlier.