The Consumer and Consumer Protection Authority (CCPA) orders McVitie’s to stop using the “Wholewheat” claim on its Marie biscuits packaging. The regulator rules the label is misleading because the product does not contain the whole-wheat share implied by the wording.
The CCPA finds the biscuits contain 19.5% whole wheat flour (atta) while 52% is refined wheat flour (maida). It rejects McVitie’s defence tied to trademark use of “Wholewheat.” In response to the findings, the CCPA directs McVitie’s to revise the packaging so the “Wholewheat” term is removed from the trademark displayed on the pack. Sources also report the order includes a fine of Rs 1 lakh and instructions to make the changes.
