Label ‘maida’ as ‘refined wheat flour’, food cos told

Meenakshi Verma Ambwani New Delhi | Updated on February 04, 2019 Published on February 04, 2019

With many companies making tall claims about their products, the new norm is expected to help in taking an informed decision   -  BusinessLine

FSSAI also directs firms to label ‘atta’ as whole wheat flour within three months

The Food Safety and Standards Authority of India (FSSAI) has directed packaged- food companies to ensure that they label ‘atta’ as whole wheat flour and ‘maida’ as refined wheat flour.

This direction came after the regulator observed that food business operators were using wheat flour as a general English nomenclature for both atta and maida on food product labels.

With many companies — especially in the packaged atta, bread and biscuits sectors — now making health claims regarding their products, this directive on labelling will help consumers make informed choices.

The food safety regulator noted that, “using the term wheat flour for maida on the label of the food products does not convey the exact nature of the ingredient used for manufacturing various food items to the consumers as well as enforcement officials.” The regulator had also received representations earlier from the food processing industry seeking clarity on whether the common name for “maida” in English for labelling purposes should be wheat flour or refined wheat flour.

In its order, the regulator said it has taken this decision after examining in detail the usage of the terms wheat flour/whole wheat flour and refined flour.

Atta should be labelled as whole wheat flour wherever it is used singly or as an ingredient in a food item,” the regulator said, adding that maida should be labelled as refined wheat flour wherever the same is used singly or as an ingredient in a product.

Time frame

The regulator has given the food processing companies three months to ensure that the labels of their products are in line with this directive.

“Food business operators are directed to comply with these requirements by April 30,” the regulator said in its order.

The FSSAI has also directed the food safety commissioners to ensure that companies are in compliance with this order.

Published on February 04, 2019

A letter from the Editor

Dear Readers,

The coronavirus crisis has changed the world completely in the last few months. All of us have been locked into our homes, economic activity has come to a near standstill. Everyone has been impacted.

Including your favourite business and financial newspaper. Our printing and distribution chains have been severely disrupted across the country, leaving readers without access to newspapers. Newspaper delivery agents have also been unable to service their customers because of multiple restrictions.

In these difficult times, we, at BusinessLine have been working continuously every day so that you are informed about all the developments – whether on the pandemic, on policy responses, or the impact on the world of business and finance. Our team has been working round the clock to keep track of developments so that you – the reader – gets accurate information and actionable insights so that you can protect your jobs, businesses, finances and investments.

We are trying our best to ensure the newspaper reaches your hands every day. We have also ensured that even if your paper is not delivered, you can access BusinessLine in the e-paper format – just as it appears in print. Our website and apps too, are updated every minute, so that you can access the information you want anywhere, anytime.

But all this comes at a heavy cost. As you are aware, the lockdowns have wiped out almost all our entire revenue stream. Sustaining our quality journalism has become extremely challenging. That we have managed so far is thanks to your support. I thank all our subscribers – print and digital – for your support.

I appeal to all or readers to help us navigate these challenging times and help sustain one of the truly independent and credible voices in the world of Indian journalism. Doing so is easy. You can help us enormously simply by subscribing to our digital or e-paper editions. We offer several affordable subscription plans for our website, which includes Portfolio, our investment advisory section that offers rich investment advice from our highly qualified, in-house Research Bureau, the only such team in the Indian newspaper industry.

A little help from you can make a huge difference to the cause of quality journalism!

Support Quality Journalism
This article is closed for comments.
Please Email the Editor
You have read 1 out of 3 free articles for this week. For full access, please subscribe and get unlimited access to all sections.