The Central Consumer Protection Authority (CCPA) has imposed a Rs 1 lakh penalty on Pladis India Pvt. Ltd., formerly known as United Biscuits, over what it described as misleading labelling on McVitie’s Wholewheat Marie biscuits.

The packaging prominently uses the term “Wholewheat” alongside images of wheat stalks. However, the ingredient declaration states that the biscuits contain 52% refined flour, or maida, and 19.5% whole wheat flour.

How the CCPA took up the matter

The proceedings began after a news report highlighted concerns raised in a social media video by industrialist Harsh Goenka about packaged foods marketed as healthy despite their ingredient composition.

Taking suo motu notice, the CCPA conducted a preliminary inquiry and subsequently issued a notice to Pladis in May 2025.

A detailed investigation later examined the biscuit’s packaging and found that the prominent wheat imagery and lettering could create an impression that the product was predominantly made from whole wheat.

Investigators also noted that a disclaimer describing “Wholewheat” as only a trademark was presented in comparatively small and vertically positioned text.

Company cites trademark and labelling rules

During a hearing in August 2026, Pladis argued that “Wholewheat” was a registered trademark and was not intended as a factual representation of the biscuit’s composition.

The company also pointed to the ingredient declaration and disclaimer on the packaging. It subsequently agreed to remove the term from the pack and sought nine months to use existing packaging material.

CCPA rejects the explanation

The consumer authority held that trademark protection does not override consumer protection requirements. It said an ordinary consumer could reasonably understand “Wholewheat” as describing the biscuit’s composition.

The authority also rejected the argument that a small disclaimer could neutralise a prominent claim.

Company ordered to change packaging

The CCPA directed Pladis to stop using the disputed claim across print, digital and social media platforms and ensure future packaging accurately reflects the product’s composition.

The company has also been asked to submit a compliance report within 15 days confirming that the required changes have been implemented.