NEW DELHI: With products flooding the market with promises of being “natural”, “healthy”, “heart-friendly” and having “no added sugar”, food regulator FSSAI has turned its attention to the claims behind the labels, flagging several food and nutraceutical products for potentially misleading branding, labelling and advertising.The move comes days after the regulator questioned claims such as “healthy”, “organic” and “zero maida”, signalling closer scrutiny of the health and nutrition claims increasingly used to sell foods and supplements.Former FSSAI CEO Pawan Kumar Agarwal said the action reflects stronger enforcement of existing regulations amid rising consumer complaints and growing scrutiny on social media. “India already has robust claim regulations. Notices are only the first step in a verification process and not proof of wrongdoing,” he said. He added that reputational damage often acts as a stronger deterrent for companies than monetary penalties.Among the products flagged was a mango juice marketed as having “no added sugar” despite declaring 49% sugarcane juice in its ingredients. The regulator also issued notices over “100% natural” claims on instant noodles, “natural paneer” branding and health claims made by nutraceutical, whey protein and herbal products. A tofu product claiming “anti-cancer properties” and a cooking oil sold as “Heart Pro” were among the products questioned. Consumer health experts say such labels often create a false “health halo” around products. Welcoming the crackdown, Dr Arun Gupta, convener of Nutrition Advocacy in Public Interest, said labels such as “healthy”, “natural” and “no added sugar” often make ultra-processed foods appear healthier than they really are.Experts say “no added sugar” is among the most misunderstood food claims. Dr V Mohan, chairman of Dr Mohan’s Diabetes Specialities Centre in Chennai, said the claim does not necessarily mean a product is healthy. “Labels such as ‘fat-free’, ‘multigrain’, ‘immunity booster’, ‘heart healthy’ and ‘superfood’ are among the most misunderstood food claims. Consumers need to look beyond marketing messages,” said Monita Gahlot, dietician at AIIMS.Separately, FSSAI issued notices to Bikanervala over alleged hygiene lapses and to Param Dairy over complaints of fungal contamination in dairy products supplied through IRCTC catering services.