The order comes as the food regulator steps up scrutiny of marketing and labelling practices in categories including alcoholic beverages and high-caffeine drinks. He maintained that the company’s use of “100 per cent” claims on its food products was misleading. Misleading claimsEarlier this week, FSSAI issued an order directing Dabur to withdraw products carrying ‘misleading 100% claims’. “Food products being sold on the company’s website were found carrying misleading ‘100%’ claims, such as ‘100% Natural’, ‘100% Pure’, ‘100% Purity Guaranteed’, ‘100% Organic’, and ‘100% Tender’. Dabur, in its plea, said that the ‘100%’ expression is used by many other major players as well, across several categories of food products.