New Delhi, Aug 31: The Central Consumer Protection Authority (CCPA) has imposed a ₹1 lakh penalty on United Biscuits Private Limited, formerly Pladis India Private Limited, for marketing McVitie’s Wholewheat Marie Biscuits with the “wholewheat” claim despite the product containing only 19.5% whole wheat flour.
The order referred to a case concerning misleading advertising and unfair trade practices in the sale of McVitie’s Whole Wheat Marie Biscuits.
The CCPA took suo motu cognisance of a social media article that raised concerns about McVitie’s Whole Wheat Marie Biscuits.
The article said the product was being promoted as “healthy”, “natural” and “organic” and raised concerns about its ingredients.
The authority subsequently examined the product’s packaging and online listings. According to the order, the ingredient list showed that the biscuits contained 19.5% whole wheat, while refined wheat flour (maida) accounted for 52% of the product.
The CCPA said the prominent use of “whole wheat” could give consumers the impression that the product was predominantly made from whole wheat flour.
It also said the representation was inconsistent with the product’s composition.
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