Why Bournvita no longer classified as a health drink?
The central government has ordered all e-commerce platforms to remove a number of drinks and beverages, including the well-known milk supplement Bournvita, from the "healthy drinks" category. This is a major setback for fitness drink businesses.
The directive was issued one month after the Commerce Ministry received a letter from the National Commission for Protection of Child Rights (NCPCR) asking it to ask all online retailers to take drinks and beverages out of the "health drinks" section on their websites. A copy of the letter was also sent by the commission to the ministries of electronics and information technology (MeiTY) and health for their consideration.
WHAT WAS THE STATE OF THE CENTER IN ITS ADVICE?
After an investigation by the NCPCR revealed that the Food Safety and Standards (FSS) Act 2006 does not define a health drink, the Ministry of Commerce wrote e-commerce companies on april 10th, advising them to remove Bournvita and other beverages from the "health drinks" category.
The ministry said in its notification that the National Commission for Protection of Child Rights (NCPCR), a statutory body established under Section (3) of the Commission of Protection of Child Rights (CPCR) Act, 2005, had concluded from its investigation under Section 14 of the CRPC Act 2005 that there is no such thing as a "health drink" as defined by the FSS Act 2006, rules and regulations submitted by FSSAI and Mondelez india Food Pvt Ltd.
WHAT WAS THE STARTING POINT OF THE CONTROVERSY?
Nutritionist and influencer Revant Himatsingka posted a video on his instagram account in april of last year critiquing Bournvita, a brand owned by Mondelez, for having a high sugar content. The video received over 12 million views and was extensively disseminated on whatsapp and other social media sites.
Himatsingka implied in the film that Bournvita was really preparing kids for diabetes while mocking the company's catchphrase, "Tayyari Jeet Ki" (preparing for triumph). He also disproved claims about the healthfulness of the children's drink, itemized every component, and highlighted the fact that half of a package of Bournvita is sugar and contains substances that may even cause cancer.
