‘Bournvita confidence’ jolted? No ‘health drink’ label on ecommerce sites

Apr13,2024



New Delhi: For generations children have drank it with milk or hot water. Others eat it only one spoon at a time. Their parents did the same – in fact, some still do. Some restaurants put it on their drink menus. And, some may remember that it was sprinkled on coffee, or what was known as coffee, from the large, boxed coffee machines that were popular in pre-reform India.
Bournvita One of those brands that permeates the collective consumer consciousness – with its advertising taglines like “Strength of the Body, Strength of the Mind” and “Do you have Bournvita Confidence?” Everyone is very familiar.
So, the news that the government has advised ecommerce companies to remove Bournvita, as well as other beverages, from the health drinks category of the portal will likely refresh memories. Of course, Bournvita is not banned. But this product MondelezWhich owns other famous brands like 5-Star, Cadbury, Oreo and TobleroneCannot be sold online as a health enhancer.
The advisory was issued by the Department for Promotion of Industry and Internal Trade after investigation by National Commission for Protection of Child Rightsunder which this decision was taken Food Safety and Standards Act, Bournvita is the only brand named in the advisory. The government has left it to the e-commerce companies to decide which other brands should be removed from the 'health drinks' category.
Bournvita sold as 'nutrition brand' on e-platform
NCPCR had last year taken up the Bournvita issue with Mondelez and asked it to remove 'misleading' advertisements after receiving complaints of high sugar content in the product. The company had argued that Bournvita was a 'scientifically formulated' drink with 'permissible' sugar content. Mondelez also served notice to an online influencer who raised concerns.
On platforms such as Amazon, Bournvita is currently sold as a “nutrition brand” that should be consumed “as part of a daily balanced diet and healthy lifestyle”. There are many types of products. Mondelez did not issue any official response to the advisory. But sources said it has been released for e-commerce platforms and the company itself labels Bournvita as 'cereal-based drink mix' and not 'cereal-based drink mix'. health drinks,



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