Food Safety Authority Flags Misleading Claims by Britannia on Milk Bikis Biscuits

In a significant move to uphold food safety standards, the Food Safety and Standards Authority of India (FSSAI) has flagged Britannia Industries for misleading marketing claims regarding its Milk Bikis biscuits. Launched in 2021, the new version of the popular waffle-shaped biscuit boasted of being made from ‘100% atta’ and infused with the ‘doodh roti ki shakti’, translating to the ‘energy of milk and roti’. However, this assertion has now come under scrutiny.

The FSSAI issued a notice to Britannia in January 2024, questioning the veracity of these claims. The authority emphasized that the comparison made between processed biscuits and freshly cooked items like rotis and milk was not only misleading but could also potentially confuse consumers. According to information obtained via a Right to Information application, the regulator noted that such comparisons could mislead buyers regarding the nutritional value of the product.

In response to the regulator’s concerns, Britannia submitted justifications for its claims. However, during a follow-up discussion in November, the FSSAI dismissed these justifications as insufficient. The authority maintained that the claim of ‘Dudh Roti ki Shakti’ was not acceptable, reiterating that it could mislead consumers by suggesting equivalence between a processed snack and wholesome home-cooked food.

Following the feedback from the FSSAI, Britannia attempted to modify the product’s labeling in February 2024. However, the revised artwork failed to satisfy the food safety watchdog. In a subsequent meeting held in March 2024, the FSSAI deemed the changes ‘unsatisfactory’ and mandated that the company remove the controversial claim.

Despite the ongoing discussions and regulatory actions spanning two years, it appears that the misleading claims surrounding the Milk Bikis biscuits have not been fully resolved. As of April 2026, concerns remain regarding the presence of misleading advertisements in the food sector, with the FSSAI highlighting that out of over 160 misleading claims flagged in the past, approximately 120 still persist. This situation underscores the ongoing challenges in ensuring that food manufacturers adhere to truthful marketing practices, as consumer safety and awareness remain paramount.

Source: scroll.in