In 2021, Britannia launched a new version of its waffle-shaped Milk Bikis biscuit. The company claimed it was made of “100% atta” and had “doodh roti ki shakti”, or the energy of milk and roti.
The company’s claim that the factory-manufactured biscuit was as wholesome as wheat rotis and milk ran into trouble with India’s food safety regulator.
In January 2024, the Food Safety and Standards Authority of India issued a notice to the company, seeking justification for these claims, which it stated, “seems misleading” and “should be withdrawn”.
The company responded to the regulator’s notice. But when the matter came up for discussion again in November, the food regulator rejected the justification, documents obtained through a Right to Information application show.
The regulator noted that the label was making an unacceptable comparison between “processed food” and “freshly cooked food”. It stated, “The claim of Dudh Roti ki Shakti cannot be accepted and is misleading.”
In February 2024, the company sent “revised artwork” of the label to the regulator. But the changes, too, did not satisfy the regulator – the documents note that in a March 2024 meeting, the regulator found the revised label “unsatisfactory” and directed an official to ensure that the company “shall mandatorily remove the claim”.
Two years later, however, in April 2026,...
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