CCPA Orders McVitie's to Drop 'Wholewheat' Label, Slaps Rs 1 Lakh Penalty
· Business · Times of India, Indian Express
The Central Consumer Protection Authority (CCPA) has directed Pladis India Pvt Ltd to stop using the 'Wholewheat' claim on McVitie's Whole Wheat Marie biscuits, ruling that it could mislead consumers about the product's actual composition. Tests showed the biscuits contain only 19.5 percent whole wheat flour alongside 52 percent maida (refined wheat flour). The CCPA, headed by chief commissioner Nidhi Khare and commissioner Anupam Mishra, also imposed a penalty of Rs 1 lakh on the company in an order passed on August 28, 2026. Pladis had argued that 'Wholewheat' was a registered trademark and pointed to a disclaimer on the pack clarifying it was only a brand name, not a description. The authority rejected this, stating that a trademark cannot be used to perpetuate a misleading representation and that a small disclaimer cannot override a prominent front-of-pack claim that influences buying decisions.
Why it matters
Indian shoppers buying 'healthy' packaged food could now see stricter scrutiny of brand names that double as ingredient claims, with the CCPA signalling that trademark status will not shield companies from misleading labelling on biscuits, snacks and staples.
Read the original report — Times of India
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