Why Has Bournvita Been In The News Lately?
Bournvita, sold by Mondelez International subsidiary Cadbury, recently struck the headlines after a social media influencer claimed it includes sugar, cocoa solids, and a cancer-causing colourant.
Mondelez India served the social media influencer a legal notice wherein he had to withdraw the post. Still, by this time, many parents were already alerted and concerned about the ingredients in this particular product.
Since then, the National Commission for Protection of Child Rights (NCPCR) has written to Mondelez India demanding a response to claims that Bournvita contains dangerous ingredients, including a high percentage of sugar, and does not comply with the mandatory disclosure requirements set forth by the Food Safety Standard Authority of India (FSSAI) and the Consumer Protection Act.
In response to the claims, Mondelez India stated that Bournvita’s recipe had been painstakingly created by food scientists and nutritionists to offer the finest possible taste and health. The business stressed that all claims were transparent and supported by data, that all substances had regulatory clearances, and that all relevant nutritional information was included in the package to help customers make educated decisions.
The firm said it took legal action to prevent misrepresentation and released a statement to clarify and convey the true facts after criticizing the video for causing “panic, anxiety, and questions about the trust consumers have bestowed on brands like Bournvita.”
The Controversy
The child rights organization expressed concerns about the product’s packaging, which fails to provide accurate information regarding the ingredients used in Bournvita, in a letter to Mondelez that BQ Prime was able to view. The company that makes packaged goods has been instructed to provide the commission with a thorough justification of the situation within the next seven days. A 75-year-old company named Bournvita describes itself as a “chocolate health drink” on its Instagram page, which has 4,43,000 followers.
The Indian Nutrition Rating measures the total nutritional profile of packaged foods on a scale of 0.5 to 5, with the highest star rating denoting the “healthiest” item that is best able to meet the daily nutritional requirements of people.
In addition, it was noted that, in accordance with Food Safety Standard Authority of India requirements, products with added sugar content values of more than 10% of the total energy (kcal) delivered by 100 gm of the product must have a red-colour coding. With the use of labels “Maltodextrin” and “Liquid Glucose,” which should be stated under the heading “added sugars,” the product appears to have bypassed the threshold of added sugar content, according to the child rights organization’s notice.
Maltodextrin should be labelled as added sugar to Bournvita – stated NCPCR
According to NCPCR, the product also violates FSSAI advertising regulations, which call for product packaging to include the number of food servings per day necessary for the claimed benefit. The organization for children’s rights also emphasized how Bournvita disobeys the rules set forth by the Central Consumer Protection Authority for the avoidance of deceptive advertising and the endorsement of such ads.
The Bournvita adverts violate the “children-targeting advertisements” rule, which stipulates that any nutritional or health claims or benefits must be sufficiently and scientifically supported by an established body. According to the notice, the commission has also written to the leaders of the FSSAI and the Central Consumer Protection Authority, urging them to take the appropriate measures.
Experts Reaction
Curious about the recent controversy surrounding Bournvita and its ingredients, our team reached out to a group of expert nutritionists to get their reactions and expert opinions on the matter.
Our team wanted to delve deeper into the issue and get insights from nutritionists passionate about promoting healthy eating habits and proper nutrition education. The nutritionists provided invaluable insights and recommendations on how to promote transparency and healthier food choices, and we can’t wait to share them with you. Check out their opinion here:
According to Kanikka Malhotra, a consultant dietician and diabetes educator with 15 years of work experience, maltodextrin is a highly chemically processed, inexpensive, and easy-to-produce white powder made from corn, rice, potato starch, or wheat.
Its high glycemic index (GI) value can cause a spike in blood sugar and alter gut bacteria composition, making one more susceptible to digestion difficulties. While it’s an instant energy booster for a malnourished child, for a healthy child, maltodextrin can contribute to weight gain and dental caries.
Kanikka believes that elaborating more on additives like maltodextrin on the product label and initiatives to educate consumers about food labels will be a good idea to promote transparency.
Holistic nutritionist Vriti Srivastav has expressed concerns about the high sugar content in Bournvita, with the second, fourth, and fifth ingredients being sugar, caramel, and liquid glucose, respectively.
She has highlighted that processing starches such as rice, corn, wheat, and potato create maltodextrin, which has a high glycemic index and can cause a spike in blood sugar levels after consumption. Additionally, refined wheat flour and corn flour, commonly used in processed and baked food products, can cause a spike in blood sugar levels.
She believes that increasing consumer awareness regarding all hidden sugars (including maltodextrin) and blood sugar spikes through labels is of higher importance than merely labelling maltodextrin as sugar.
Reetika Arora, a wellness coach, supports labelling maltodextrin as added sugar on Bournvita packaging for transparency. She’s concerned about rising Type-2 Diabetes rates, especially among children.
Excessive added sugar consumption links to health issues, including obesity, cardiovascular disease, and type 2 diabetes.
Maltodextrin, a highly processed ingredient, can cause a rapid blood sugar spike that may contribute to developing type 2 diabetes over time. By labelling it as added sugar, consumers will understand the true sugar content, and make informed decisions, especially for more vulnerable children. Reetika believes transparency and nutrition education are crucial for improving public health.
According to Dt. Shivani Arora, Consultant Dietitian(M.sc in Dietetics) “If maltodextrin were labelled as an added sugar on Bournvita’s nutrition label, consumers would be more aware of the product’s sugar content.
This could help them make better choices when it comes to their diet and overall health. By understanding how much sugar is in their food and drinks, consumers can make informed decisions about what they consume, and choose healthier options.”
Similarly, holistic nutrition coach Neelam Jain from Nutrivitz has recommended that parents give their children fruits instead of packed energy drinks or powders, which often contain refined sugars. Jain also emphasizes that taking sugar naturally from fruits or roti and rice is not a problem, but refining it and adding it into energy drinks or kids’ drinks and consuming them regularly can cause similar harm as taking refined sugar.
Wrapping Up
Maltodextrin is typically added to processed foods to increase volume as a thickening or filler. Additionally, it serves as a preservative to lengthen the shelf life of packaged foods. It can be used to thicken products like instant puddings and gelatins, sauces, and salad dressings because it is affordable and simple to make. Maltodextrin is not a sugar, despite the fact that it affects our blood sugar levels in a manner similar to that of sugar. With a far greater GI value than table sugar, it just so happens to be a sugar alternative.
Days ago, the FSSAI also released a statement announcing the creation of a specific advertisement monitoring committee to examine claims made by food business owners in an effort to ensure compliance with the rules. Concerns regarding deceptive promises made by food businesses in their advertising efforts prompted the action.
Unsatisfactory responses to compliance requirements may result in sanctions, according to the FSSAI, if claims are not withdrawn. If an offense is committed repeatedly, the license may be canceled in addition to the penalty of up to Rs 10 lakh. The food-regulating body, however, made no mention of the Bournvita controversy explicitly.
