Bournvita is one of Cadbury's most recognised products, and it is a subsidiary of the parent company, Mondelez International. It was in the year 1948 that Mondelez International introduced a chocolate health drink by the name of Bournvita in India. The company has been selling this malt-based drink for more than 75 years. Over the decades, we have seen so many health drinks like Complan, Horlicks, Boost, and others dominating Indian households.
There's no denying that Bournvita is one step ahead of any other health drink on the market at the moment. Cadbury's promotion of Bournvita through the country's most recognised sportspersons has benefitted the brand. From the Indian cricket team's captain, Rohit Sharma, to the author and former actress, Twinkle Khanna vouching for the brand, Bournvita has been ruling the hearts of consumers.
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With their tagline, 'Tayyari Jeet Ki' and the usage of words like nutrition, vitamins, wellness, and fitness, Bournvita has established itself as a healthy drink in India. However, it was on April 10, 2024, when the Ministry of Commerce issued a ground-breaking notification in reference to Bournvita's case.
The ministry clearly stated that no malt-based drinks, dairy, or cereal should be displayed in the 'health drinks' section. Revealing the reason behind it, the ministry added that the food laws of India do not have a term such as 'health drinks' for products. An excerpt from the official statement can be read as:
"NCPCR, a statutory body constituted under section (3) of the commission for Protection of Child Rights (CPCR) Act, 2005, after its inquiry under Section 14 of CPCR Act, 2005, concluded that there is no "Health Drink defined under FSS Act 2006, Rules and regulations as submitted by FSSAl and Mondelez India Food Pvt Ltd. All e-commerce companies/portals are hereby advised to remove drinks/beverages, including Bournvita, from the category of "health drinks."
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The Ministry of Commerce made this major announcement after the National Commission for Protection of Child Rights (NCPCR) issued an inquiry. It started all back in April 2023, when a social media creator named Revant Himatsingka, aka Foodpharmer uploaded a video on his Instagram handle that made him famous overnight.
In the video, Revant sarcastically told the FMCG giant to consider changing their tagline to 'Taiyari diabetes ki' from 'Taiyari jeet ki'. The video went viral on social media, and it created a stir on the internet. Also, a legal notice was sent to Bournvita's parent company, Mondelez International.
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Amidst the controversy around Bournvita, Revant Himatsingka uploaded another video in which he claimed that Bournvita had reduced its sugar levels by 14.4 percent. From 32.2 grams (per 100 grams) of added sugar to 14.4 percent (per 100 grams), Bournvita has reduced its sugar levels, as per Revant.
In response to Revant's claims in his viral video, Mondelez International took legal action against the influencer. After Mondelez's legal action, Revant deleted his video and even issued an apology to the international brand. The influencer clearly stated in his apology that he has no interest in fighting a legal case. Revant also added that he never made the video in the first place with the intention of maligning the company's image.
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Revant Himatsingka is also renowned by the name 'Foodpharmer' for educating consumers about the products they use in their daily lives. When Revant's video went viral on social media, Bournvita issued a clarification in response to the video, as it has made a lot of their consumers question Bournvita's sugar levels.
As a result, Bournvita issued a statement that the amount of sugar included in their product was scientifically proven. The company claimed that approximately one and a half teaspoons are in every serving of Bournvita, which is under the daily recommended intake issued by regulatory boards. An excerpt from their statement can be read as:
"We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices."
Within a month after the controversy, NCPCR (National Commission for Protection of Child Rights) asked Cadbury to stop posting misleading advertisements, labels, and packaging of their product, Bournvita. For decades, Bournvita has projected itself as a health drink in the Indian market, which is why NCPCR slammed the company with strict regulations. Not only this, NCPCR even told Cadbury to present a detailed explanation of the entire controversy around the margin of sugar levels.
What are your thoughts on Bournvita's journey from leading Indian households to being removed from the 'healthy drinks' section? Let us know.
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