Govt asks e-commerce companies to remove Bournvita from 'health drink' category

In the letter, dated 10 April, the Ministry of Commerce directed the e-commerce companies to delist Bournvita and other beverages from the ‘health drinks’ category.

"National Commission for Protection of Child Rights (NCPCR), a statutory body constituted under Section (3) of the Commission of Protection of Child Rights (CPCR) Act, 2005 after its inquiry under Section 14 of CRPC Act 2005 concluded that there is no 'health drink' defined under FSS Act 2006, rules and regulations submitted by FSSAI and Mondelez India Food Pvt Ltd," the ministry said in a notification, dated April 10," said the Department for Promotion of Industry and Internal Trade in its letter.

A year ahead, Bournvita found itself embroiled in controversy due to its elevated sugar content. Shortly thereafter, the National Commission for Protection of Child Rights (NCPCR) instructed the Mondelez India-owned brand to withdraw all "misleading" advertisements purporting numerous health advantages from consuming the beverage, according to media reports.

The action by the child rights body came after a video threw light upon the high sugar content in the beverage, which was earlier often labelled as a “health drink" in several ads, media reports said.

In a notice to Bournvita, the NCPCR also asked the confectionary major to send a detailed explanation or report on the matter.

The action by NCPCR came after it received a complaint alleging that Bournvita promotes itself as a health drink and makes claims like improves children's growth and development regardless of its high percentage of sugar and other ingredients that may impact children's health.