IT’S TIME WE CALLED THE BLUFF ON SUPPOSED HEALTHY FOODS FLOODING THE MARKET!

• Our ancestors placed enormous emphasis on a holistic lifestyle, including what we eat. Yes, we know that the word holistic is much maligned, overused, and grossly misrepresented over the last few decades. Even though the word is being bandied about so often, the realistic and inherent meaning of what exactly holistic measures up to is still in question. The jury is still out on what constitutes holistic living for most of us. Take, for instance, what we eat and how artificial, preservative-laden, and extremely high on salt/sugar intakes have steadily seeped into our daily lives over the last few decades. Contrast that with what our ancestors would partake without having to let go of naturally available food to keep us energized and away from diseases/illnesses.

PC: Ekennis

• Notice how our dietary habits have undergone tremendous changes over the years, with more relying on packaged food stuff because of the hurly-burly challenges galore of the modern-day world. Ready-to-use food with preservatives thrown in great measures has become a preferred choice for many. On top of it, spurious health claims on packaged food hurt consumers’ health big-time. The FSSAI must stay on top of them. For example, note that a 250ml cup of sugarcane juice can naturally contain over 5 teaspoons of sugar. If we add mango pulp to this juice and sell the combo as mango juice with no added sugar, are we being economical with the truth? That’s one of the questions India’s food safety regulator FSSAI is looking into. And there are many.

PC: Foodsure

• Among other flags it has raised this time are foods labelled natural, healthy, heart-friendly, etc, without evidence. But the problem with FSSAI’s campaign against false or misleading health labels is its whack-a-mole approach. It must spot specific product-level violations and then investigate them individually. When there are thousands of brands of biscuits alone, this approach is too slow to keep up with the misselling across the industry. So, what’s needed are clear guidelines about ingredients and claims that cannot be questioned or exploited as loopholes. In a country with over 100mn diabetics, and more than twice as many overweight or obese, health awareness is rising. That’s why selling processed food on spurious claims of wholesomeness is growing.

PC: Indian Television

• Even the West isn’t immune to such tricks, although it’s got a handle on them now. 7Up, claiming to be a natural drink despite containing high-fructose corn syrup, raised eyebrows back in 2006. Health should always be non-negotiable, and when it comes to food, consumers must have a clear picture of ingredients and their effects. That’s why red herrings like ultraprocessed cereal with high amounts of fat, salt, and sugar but labelled gluten-free should be strictly a no-no. False halos, based on unverifiable claims, should be pulled down. While clear guidelines are a first step in this direction, FSSAI should work with bona fide activists and influencers trying to expose the food industry’s malpractices. This fight needs more hands because what is at stake is the nation’s health.