ITC Foods (Aashirvaad, Sunfeast, Bingo, Yippee): FSSAI record

ITC's foods business sells Aashirvaad atta and spices, Sunfeast biscuits, Bingo snacks, YiPPee noodles, B Natural juices and Fabelle chocolate. Its regulatory record for 2024 to 2026 contains one live dispute, over labelling, and no recall.

The dispute began with a May 2025 FSSAI advisory telling food businesses to stop using '100%' on labels and advertising, on the view that the term has no definition in law and suggests absolute purity. On 10 Aug 2026 FSSAI served ITC a show-cause notice citing the claims '100% Atta' and '100% Madhya Pradesh Wheat' on Aashirvaad MP Chakki Atta and the line 'Made from 100% M.P. Wheat only' in advertising. On 13 Aug 2026 the Central Licensing Authority in Kolkata issued an improvement notice giving ITC 15 days to remove those claims and '0% Maida', with a warning that the food licence could be suspended.

ITC went to the Delhi High Court. It argued that the product is single-ingredient whole wheat flour, that the notices do not say the claim is false, that an advisory cannot create a binding prohibition without the regulation-making process, and that the improvement notice was issued before its 30-day window to answer the show-cause notice had run. Justice Swarana Kanta Sharma restrained FSSAI from cancelling ITC's licence pending the next hearing, while noting that the court had not yet decided whether it had territorial jurisdiction since the improvement notice came from Kolkata. The matter was listed for 9 Sep 2026; the outcome of that hearing has not been confirmed here.

This is the same '100%' campaign that produced the Dabur halt-of-sale order and stay in August 2026. In ITC's case FSSAI has not gone beyond notices. No ITC product has been recalled, tested unsafe or withdrawn, and no other ITC brand appears in any 2024 to 2026 action.