Responding to a question in Parliament, Nadda stated that the sugar content in Nestle’s baby products was found to comply with the Food Safety and Standards (Foods for Infant Nutrition) Regulations, 2020. These regulations set limits on added sugars in infant food, aligning with international standards established by the Codex Alimentarius Commission and the World Health Organization (WHO).

“Added sugar per serving was found to be within permissible limits under the 2020 regulations,” Nadda said. He explained that the prescribed limits are on par with global guidelines.

The Food Safety and Standards Authority of India (FSSAI) took suo motu cognisance of a Swiss NGO’s report highlighting concerns over sugar in wheat-based baby food. Following this, inspections were carried out on April 29 and 30 at manufacturing facilities producing these infant products.

“Upon detailed scrutiny of the product, it was confirmed that added sugar per serving complied with the standards,” Nadda told the House.

The statement comes as reassurance to consumers and stakeholders amid ongoing concerns about sugar content in infant nutrition products.

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Kruti Modi, a Mumbai-based marketing professional, has replaced pantry staples like pasta and instant noodles with BFY options for her seven-year-old daughter. “She can still enjoy her favourite foods, but in healthier versions,” says Modi.

Health-Conscious Trends Drive Growth

New BFY brands are filling the gap by substituting refined flour with besan or millet, palm oil with groundnut oil, and sugar with natural sweeteners like jaggery or coconut sugar. These products strike a balance between traditional snacks and healthier versions, offering fewer preservatives and better nutritional value.

According to Revant Himatsingka, known on social media as @foodpharmer, “100% health brands cater to a niche segment, while BFY brands appeal to a broader 5-10% of the market.” Himatsingka emphasizes that BFY options are more practical and cost-effective than aiming for perfection.

Winning over Mothers

Mothers are a key demographic for BFY brands. Bhuman Dani, CEO of WickedGud, a company offering non-fried, Maida-free instant noodles, says, “If you can create a win-win where kids get their favourite foods and mothers feel confident serving them, you solve a real problem.” Similarly, Banter, a D2C brand offering sugar-free nut butters, focuses on mothers who want to instill healthy eating habits in their children.

Even celebrities are joining the trend. Former cricketer Yuvraj Singh’s brand, Twiddles, offers healthier spreads and snacks, aligning with the shift toward mindful eating.

Snacking Market Boom

A report by NielsenIQ, “Snacking Habits—From Mindless to Mindful,” ranks India second in the Asia-Pacific region for snacking market growth, driven by health benefits and ingredient-conscious consumers. Health-related snacks now account for one in five purchases, a trend spreading from metro cities to rural areas.

Challenges for BFY Brands

Despite growing demand, BFY brands face challenges in scaling their businesses and competing with established FMCG giants like ITC, Zydus Wellness, Marico, and Parle. These companies are expanding their healthier product lines, such as ITC’s Bingo! Popped Chips and Parle’s millet-based Nutricrunch biscuits.

Dr. Parmeet Kaur, Chief Dietitian at AIIMS Delhi, advises, “Snacking should focus on whole foods like chana, nuts, and fresh fruits. Reading labels and balancing oil intake is essential.”

Future Outlook

Experts believe BFY brands need to balance quality, cost, and taste to succeed. Aditi Handa of The Baker’s Dozen highlights the challenge: “Consumers will pay a small premium for healthy products, but only up to a point.”

Quick commerce platforms are also driving BFY growth. For example, The Health Factory, known for zero-maida bread, reports that 75% of its sales come from quick commerce channels.

As health-conscious snacking gains traction, the BFY segment is poised to reshape India’s snacking industry, provided brands can balance affordability, nutrition, and taste.

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For years, KRAs in the FMCG sector have been focused on environmental goals, diversity hiring, and reducing carbon footprints. However, these companies are now adding nutrition to their leadership metrics, integrating it into their Environmental, Social, and Governance (ESG) mandates. Industry leaders believe this shift is crucial to remain competitive and meet the rising demand for healthier food options.

Britannia, for instance, is focusing on reducing sugar and sodium levels while boosting whole grain content across its product line, making it a critical KRA for its leadership. Similarly, Danone and PepsiCo have made nutrition strategies a direct responsibility for their leadership, with regular oversight to ensure compliance.

Nestlé and ITC have set up dedicated nutrition teams and incorporated nutritional goals as part of their ESG commitments. Nestlé India has introduced millets in variants of products like Maggi noodles, Ceregrow, and Milo, while ITC is working to include nutritious ingredients like millets and oats in products such as Sunfeast biscuits and Yippee noodles. ITC has also launched the “Right Shift” brand, targeting consumers over 40, with products that include nutritious cookies and roasted snacks.

The focus on healthier options is also being driven by regulatory changes. The Food Safety and Standards Authority of India (FSSAI) is planning to make it mandatory for companies to clearly label ingredients on the front of packaging. As part of its ESG strategy, Britannia has removed transfats from its bakery products and is reducing sugar content across its portfolio.

Krishna Malladi, partner at Deloitte, notes that FMCG companies are increasingly dedicating roles and responsibilities to nutrition strategies, creating new revenue streams targeting wellness and nutrition opportunities. This trend reflects a broader shift in the industry, with global reports highlighting that food companies, including Danone and PepsiCo, are placing nutrition at the forefront of executive responsibilities and linking it directly to executive compensation.

As the wellness and nutrition market continues to grow in India, FMCG companies are aligning their goals with consumer health trends, ensuring that nutrition and sustainability are key drivers of their business models.

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The 20-page report, authored by a panel of eight experts, including FSSAI CEO Shri G. Kamala Vardhana Rao and CDSCO Drugs Controller General Dr. Rajeev Singh Raghuvanshi, outlines strategies for regulating products such as vitamins, minerals, amino acid supplements, Foods for Special Dietary Uses (FSDU), and Foods for Special Medical Purposes (FSMP).

Key Recommendations

1.    Regulating DRR Claims: The committee proposed that DRR claims should fall under CDSCO’s jurisdiction, requiring clinical evidence to substantiate such claims. Currently, many nutraceuticals are marketed with bold claims lacking adequate scientific backing.

2.    FSSAI’s Role: The Food Safety and Standards Authority of India (FSSAI) would focus on nutritional and general health claims, as defined under the Food Safety Act and FSS (Claims and Advertisement) Regulations, 2018.

3.    Good Manufacturing Practices (GMP): A separate set of GMP requirements for health supplements and nutraceuticals was suggested.

Industry Concerns

The proposal to transfer DRR claims to CDSCO has raised concerns about operational complexities, particularly for smaller businesses.

1.    Cost and Complexity: Dr. Vaibhav Kulkarni, honorary secretary of the Health Foods and Dietary Supplements Association (HADSA), noted that smaller firms might struggle to meet the clinical trial requirements, which are both costly and time-consuming.

2.    Label Changes: Existing products may need to alter their labels or remove claims, creating additional pressure on supply chains.

3.    Multiplicity of Authorities: Former FSSAI director Pradip Chakraborty highlighted potential duplication of requirements for importers, who would need approvals from both FSSAI and CDSCO.

Calls for Balanced Regulation

While some stakeholders see the proposed measures as a way to deter misleading claims, others argue that FSSAI must enhance its capability to evaluate clinical evidence if it retains control over DRR claims.

“The drug authority is better equipped to validate strong claims,” said Dr. Kulkarni. However, he emphasized the need for fair evaluation processes to prevent companies from abandoning product launches due to delays or rejections.

Next Steps

The recommendations are not yet final and will require parliamentary approval, including amendments to the Food Safety and Standards Act. The process could take one to two years or longer.

Industry experts have urged stakeholders to substantiate their objections to the proposal with strong evidence, ensuring that any adopted changes are both practical and beneficial to public health.

As the debate unfolds, the nutraceutical sector braces for potential disruptions, with the outcome likely to shape the future of health supplements and functional foods in India.

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The growing awareness around wellness has fuelled the demand for “smart snacks,” a category that includes superfoods, multigrain bites, no-added-sugar treats, and baked alternatives. This segment is expanding 1.2 times faster than traditional snacks, positioning India as the second-fastest-growing snacking market in the Asia-Pacific region.

Metropolitan areas, particularly in southern and eastern India, account for 60% of the market for health-focused snacks. This shift is also spurring growth in related sectors, with fitness wearables seeing a 59% surge in demand and kitchen gadgets like air fryers witnessing over 100% growth.

With lifestyle diseases on the rise, consumers are turning to snacks that promote bone health, immunity, heart health, and gut health. Natural ingredients and nutrient-rich options are in high demand, while small, single-serve packs designed for on-the-go lifestyles are growing 60% faster than traditional snack formats.

The trend is reshaping strategies in the consumer goods sector. One in five snacks in India is now marketed with a health-centric appeal, reflecting a marked departure from the dominance of chips and sugary biscuits on store shelves.

This shift signals a broader change in urban food culture as health-conscious Indians increasingly align their snacking habits with their wellness goals. The evolution of India’s snacking landscape underscores a growing preference for mindful and nutritious consumption.

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The findings reveal that these plant-based options not only match but in some areas surpass the nutritional offerings of their animal-based counterparts. Key highlights include the high amino acid content in plant-based egg products made from mung beans (57.45 g/100 g) and the enhanced dietary fiber in plant-based meats, ranging from 4.6% to 16%, significantly higher than in animal products.

Protein content in plant-based meats varies between 9.1% and 20.8%, meeting or exceeding the FSSAI’s ‘high-protein’ standards in several cases. These alternatives also maintain lower or comparable saturated fat levels and achieve ‘high-fiber’ status with 6g per 100g in many products. The emphasis on dietary fiber, critical for digestive health, highlights the role these products can play in a balanced diet.

Dr. Padma Ishwarya, science and technology specialist at GFI India, stated, “Our analysis underscores the nutritional strengths of plant-based alternatives, especially in protein and fiber. By offering healthier, sustainable options, we can build a path toward nutrition security and a resilient food system. Continuous innovation, with both public and private sector support, can further improve these benefits for both public health and the environment.”

The report emphasizes ingredient diversification to enhance nutritional profiles, a crucial step as interest in plant-based diets grows across India. The Smart Protein Forum also addressed the environmental impact of traditional animal protein production, calling for innovative, sustainable solutions.

Dr. Gurmeet Singh, a speaker at the forum, remarked, “Food plays a central role in health, public well-being, and environmental sustainability. The impact of animal-based protein production on the environment underscores the need for smart protein development. This forum unites scientific, industry, academic, and governmental stakeholders to find solutions for accessible, nutritious proteins for all.”

The findings are expected to bolster the plant-based protein sector as India’s appetite for sustainable, healthy food options continues to grow.

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The controversy gained attention earlier this year when a report by The Public Eye and the International Baby Food Action Network (IBFAN) highlighted the presence of nearly 3 grams of sugar per serving in Cerelac sold in countries such as India, Africa, and Latin America. Nestle faced criticism for not offering sugar-free versions in these regions. The company denied the claims, stating that the added sugar content in India remained within the permissible limits set by the Food Safety & Standards Authority of India (FSSAI) and had been reduced by 30% over the past five years.

Nestle’s chairman, Suresh Narayanan, confirmed that the initiative to eliminate refined sugar from these products began three years ago and will culminate in the launch of these new variants in the coming months.

This strategic shift is expected to bolster consumer trust and address growing concerns about sugar content in infant nutrition across developing markets.

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Speaking at a seminar organized by FICCI, Paswan emphasized the critical importance of product quality, stating that maintaining high standards is essential not only for individual brands but also for the country’s overall image. The proposed food testing labs will help ensure compliance with the regulatory standards set for food products.

Additionally, Paswan highlighted the government’s commitment to addressing the challenges faced by the food processing sector and ensuring that industry demands are met. “We must minimize wastage and promote value addition in our food industry,” he stated.

The establishment of the 50 food irradiation centres will support the Integrated Cold Chain & Value Addition Infrastructure scheme, which operates under the Pradhan Mantri Kisan SAMPADA Yojana (PMKSY). The ministry has already begun inviting Expressions of Interest (EoIs) from prospective entrepreneurs interested in setting up these multi-product food irradiation units. Financial assistance in the form of grants and subsidies will be available for eligible projects under the demand-driven cold chain scheme.

Paswan also mentioned that there has been a call within the food industry for a reduction in GST on certain items, assuring stakeholders that he would take their concerns to the appropriate forums.

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Tarun Arora, CEO of Zydus Wellness, stated, “VieMax is a natural extension of our Complan portfolio. It reflects our commitment to providing comprehensive health solutions for adults, addressing the growing concerns of protein deficiency and poor muscle health in India.”

With 73% of Indians reported to be protein deficient, and 71% of adults aged 30-55 experiencing muscle health issues, the need for targeted nutritional products has become critical. VieMax aims to tackle these challenges, offering a timely solution for adults seeking to improve their overall health.

VieMax is currently available in pharmacies across the country.

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The campaign features real-life scenarios demonstrating the crucial role of Protinex in supporting individuals from various backgrounds, from academic success to balancing personal and professional responsibilities. It underscores the brand’s commitment to building both individual strength and strong relationships.

Protinex, which contains 34% protein, Biotin, and essential nutrients, is highlighted for its ability to improve physical and mental health when consumed consistently for eight weeks, along with a healthy diet and lifestyle.

Sriram Padmanabhan, Marketing Director of Danone India, said, “This new TVC beautifully captures the essence of Protinex and its impact on everyday lives. For over six decades, Protinex has been a cornerstone of nutritional support in Indian households, and through this campaign, we aim to inspire more people to achieve their goals and embrace a healthy lifestyle.”

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