The Central Consumer Protection Authority (CCPA), led by Chief Commissioner Nidhi Khare and Commissioner Anupam Mishra, has imposed a penalty of ₹1 lakh on Sunrise Foods for misleading consumers through its 'Everyday 100% Whole Wheat Bread' packaging. The authority found that the product contained only 64% whole wheat, despite the prominent claim that it was “100% Whole Wheat Bread.”

In an order dated October 28, 2026, the CCPA directed the company to immediately discontinue the misleading advertisement across print, electronic and social media and submit a compliance report within 15 days.

The proceedings were initiated following a complaint alleging that the company failed to disclose the actual percentage of whole wheat used in the product, potentially misleading consumers about its composition and nutritional attributes.

Company's Contentions:

During the proceedings, Sunrise Foods argued that the claim “100% Whole Wheat Bread” referred to the type of wheat flour used in the product and was intended to distinguish it from bread made using refined wheat flour (maida).

The company submitted that it had revised the packaging artwork to replace the earlier claim, “Everyday 100% Whole Wheat Bread,” with “Everyday Whole Wheat Bread.” The order records that the revised product was introduced into the market on August 10, 2026.

The company further submitted that it had instructed its e-commerce partners to remove the earlier packaging images from their platforms.

Observation and decision:

Rejecting the company's defence, the CCPA observed that the prominent “100% Whole Wheat Bread” claim could lead an ordinary consumer to believe that the product was entirely made from whole wheat.

The authority noted that Regulation 2.6 of the Food Safety and Standards (Labelling and Display) Regulations, 2020, read with the relevant table introduced by the 2022 amendment, prescribes a minimum whole wheat content of 75% for bread to be labelled “Whole Wheat Bread”. Since the product contained only 64% whole wheat, it did not meet the prescribed threshold.

The CCPA further observed that the company had not satisfactorily demonstrated that the earlier packaging and advertisements had been effectively withdrawn from all e-commerce platforms.

It held that subsequent corrective measures and internal compliance mechanisms did not absolve the company of its responsibility for misleading representations already made to consumers.

The authority also took note of the product's commercial reach. According to the order, Sunrise Foods sold 1,07,754 packets during the financial year 2024–25, generating revenue of ₹38.11 lakh. In 2025–26, it sold 1,32,437 packets, generating revenue of approximately ₹53.14 lakh.

The CCPA held that the misleading claim constituted an unfair trade practice under Section 2(47) of the Consumer Protection Act, 2019, and a misleading advertisement under Section 2(28) of the Act. It also referred to consumers' right to be informed under Section 2(9) of the Act.

Accordingly, the authority imposed a penalty of ₹1 lakh, directed the company to discontinue the misleading advertisement immediately and ordered it to submit a compliance report within 15 days of the order.