Bournvita row: NCPCR asks Bournvita to remove 'misleading ads'

National Commission for Protection of Child Rights (NCPCR), the apex body for protection of child rights, has asked Mondelez India-owned brand Bournvita to review and withdraw all “misleading” advertisements, packaging and labels after a recent video claimed that the health drink contains high percentage of sugar and contents that may cause harmful impact to the health of children.

In a notice to Deepak Iyer, president of Mondelez International, India, NCPCR chairperson Priyank Kanoongo demanded the health drink manufacturer file a detailed report or explanation within seven days with the commission in the matter, reported PTI.

"The Commission in exercise of its powers under Section 13 of CPCR Act, 2005, requests your offices to kindly review and withdraw all misleading advertisements, packaging and labels and further send a detailed explanation/ report to apprise the Commission in the said matter within seven days from the date of issue of this letter report may kindly be sent on cp.ncpcr@nic.in and by post,” the notice read.

The development comes after the brand was called out by Revant Himatsingka, a health and nutrition influencer known publicly as Foodpharmer, who created a stir online after his video calling out the malt-based drink Bournvita on its high sugar content went viral.

Not only did Mondelez India, which owns the brand, issue a clarification, but they also sent a legal notice to the influencer. However, the message has resonated with netizens who started boycotting the brand and demanding more transparency about its ingredients. Such was the impact of a minute-long video that garnered 12 million views and was shared widely.

Bournvita claims that the video has created panic and anxiety and questions the trust that consumers have bestowed on brands like Bournvita.

"As we continued to witness an abnormal and unusual amount of traction on the post, we were constrained to take legal recourse to avoid misinformation. We also issued a statement to clarify and share the correct facts to allay the concerns of our consumers. We would like to clarify that we had no play in actions around the presenter’s Twitter account," the statement further read. The brand emphasized that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health.