‘Wholewheat’ label on McVitie’s Marie biscuits misleading, rules CCPA
The Central Consumer Protection Authority (CCPA) has fined Pladis India ₹1 lakh for misleading labeling on McVitie’s Whole Wheat Marie biscuits. The regulator found that the product contained significantly more refined flour than whole wheat, despite marketing that suggested otherwise.
Why it matters
This ruling highlights increasing regulatory scrutiny on food labeling and corporate transparency regarding health claims in the consumer goods sector.
The Central Consumer Protection Authority (CCPA) has imposed a penalty of ₹1 lakh on Pladis India Pvt. Ltd., the maker of McVitie’s biscuits, for what it termed a misleading claim on its Whole Wheat Marie biscuits.
The consumer protection body said the McVities Whole Wheat Marie Biscuits contained only 19.5% whole wheat flour (atta), while 52% comprised refined wheat flour (maida), but the packaging of the product prominently displayed “Wholewheat” and wheat imagery, creating a false and misleading impression regarding its composition and characteristics.
“Such claims falsely represents the product and gives a false guarantee to mislead the consumers as to the nature, substance, quantity or quality of such product which violates the provisions of the Consumer Protection Act, 2019,” the CCPA said.
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