New Delhi: Dabur India Limited has approached the Delhi High Court challenging the Food Safety and Standards Authority of India’s (FSSAI) prohibition order directing it to stop the sale of certain food products carrying allegedly misleading “100 per cent” claims. The petition comes days after the country’s food regulator issued a prohibition order against the FMCG major over the sale of food products bearing claims such as “100 per cent Natural”, “100 per cent Pure”, “100 per cent Purity Guaranteed”, “100 per cent Organic” and “100 per cent Tender Coconut Water”. According to the FSSAI, these claims were ambiguous, unverifiable and likely to mislead consumers, allegedly violating the Food Safety and Standards (Advertising and Claims) Regulations, 2018. The regulator had also observed that Dabur Himalayan Organic Apple Cider Vinegar and Dabur Organic Honey displayed the Jaivik Bharat logo without valid FSSAI organic endorsement, allegedly violating the Food Safety and Standards (Organic Foods) Regulations, 2017. Further, it said Dabur Hommade Coconut Milk was marketed with the claim “100 per cent Purity”, which is not permitted for compound food products.