A year after being criticized for marketing its product ‘BournVita’ as nutritious and good for children’s growth, Mondelez, the parent company of Cadbury, has found itself in hot water once more. This time, the Ministry of Commerce has issued a warning to online retailers. The ministry has directed e-commerce platforms to stop classifying beverages like BournVita as ‘health drinks’.

This directive was not just about BournVita but included a broader range of similar products previously marketed as ‘health drinks’ on these platforms.

Reason for the Health Drink Advisory

The advisory from the Ministry of Commerce and Industry was sparked by the incorrect and widespread labeling of products as ‘health drinks’ on online shopping sites and in advertisements. Following an investigation by the National Commission for Protection of Child Rights (NCPCR), the ministry emphasized that the term 'health drink' lacks a definition under the FSS Act of 2006 and its associated rules, which were set out by the Food Safety and Standards Authority of India (FSSAI) and Mondelez India Food Pvt Ltd.

As a result, the ministry advised all e-commerce businesses to remove products, including BournVita, from the ‘health drink’ category on their platforms.

BournVita Controversy Details

The NCPCR began to focus on Cadbury’s BournVita and its promotional materials following a viral Instagram video that doubted the product's health claims. In April of the previous year, Instagram influencer Revant Himatsingka, known online as foodpharmer, posted a video claiming that each 100 gm serving of BournVita contains 50 gm of sugar.

Following this, Cadbury took legal action against Himatsingka, leading him to remove his video from Instagram.

Cadbury's Response to Allegations

Within a month of the initial controversy, the NCPCR demanded Cadbury withdraw all its deceptive advertising, packaging, and labeling. This action followed a complaint that accused BournVita of falsely branding itself as a health drink beneficial for children’s growth and development, despite its high sugar content.

Additionally, Cadbury was required to submit a detailed report or explanation regarding the matter within seven days following a notice from the NCPCR.

BournVita’s Clarification

In response to the influencer’s allegations, last year BournVita issued a statement clarifying that each 20 gm serving contains 7.5 gm of added sugar, which is below the maximum daily sugar intake recommended for children. The company stated, "Our formulation is scientifically designed by nutritionists and food scientists, ensuring a balance of taste and health, with all claims being verified, transparent, and approved by regulators."

Reduction of Sugar Content

Several months after the uproar, Cadbury decided to reduce the added sugar content in BournVita by approximately 15 percent, a change publicly claimed by Himatsingka in another Instagram video. He celebrated the impact of social media advocacy on food industry practices, highlighting the power of informed consumerism.