New Delhi: Social media influencer Revant Himatsingka, who had criticised the endorsement of Cadbury Bournvita as a “health drink” in a video, deleted the viral reel Friday, after reportedly receiving a legal notice from the company on 13 April.
In a minute-long viral video posted on 1 April, Himatsingka, who goes by the identity ‘Food pharmer’ on Instagram, had criticised the brand for “miscommunicating” on its package about the products’ “nutritional value”.
He had also derided the claims Bournvita makes on its packaging.
“Should the government allow companies to blatantly lie on their package? Parents are getting their children addicted to sugar at a young age, and the children end up craving sugar throughout their lives,” Himatsingka wrote in the caption for the reel, which had been widely shared on platforms like Twitter and LinkedIn.
The, now deleted, reel had 12 million views on his Instagram page alone, where he had first shared it.
The video struck a chord with millions of online users, including former cricketer and MP Kirti Azad, who expressed his intent of taking legal action against Cadbury after watching Himatsingka’s video.
Bournvita had subsequently issued a statement on 9 April saying that the product is “a scientifically designed formula made with ingredients that are approved for use, and all our ingredients are declared on the pack”.
“Bournvita has enjoyed the love and trust of Indian consumers for more than seven decades. Bournvita contains nutrients namely Vitamin A, C, D, Iron, Zinc, Copper and Selenium which help build immunity,” the statement read.
In a statement posted on Instagram Friday, Himatsingka apologised to Bournvita.
“I have decided to take down the (Bournvita) video after receiving a legal notice from one of India’s biggest law firms on 13 April. I apologise to Cadbury for making the video. I did not plan or intend to infringe any trademark or defame any company nor do I have the interest or resources to participate in any court cases and I request MNCs to not take this forward legally,” he wrote in his post.
ThePrint reached Himatsingka for comment, but he didn’t respond to Instagram DMs and his number was switched off.
According to a Pune-based nutritionist, who didn’t wish to be named, the “misleading and false communication” of not just Bournvita, but similar products needs to be reviewed and stopped immediately,
“These products are playing with the emotions of mothers, who think they’re giving something healthy to their child, when all they’re giving is four tablespoons of sugar with a glass of milk,” she told ThePrint.
According to her, “the products are not as much of a problem as their advertising. “Why are they advertised as health drinks?” she questioned.
This controversy also adds to the Food Safety and Standards Authority of India decision to start front of pack labeling where brands would be required to include a cautionary warning regarding the amount of salt, sugar and fat in the product to allow consumers to make a more informed choice.
The body had issued draft guidelines in September last year, which also proposes star ratings for food quality.
While ingredients in Bournvita can be found in the fineprint at the back of the product, the front of the packaging makes tall claims, which had been criticised in Himatsingka’s video.
Also Read: Majority of Indian consumers prefer front-of-pack label than FSSAI’s star rating, survey finds
‘Taiyari diabetes ki’
In the now deleted video, Himatsingka first pointed out the “benefits” that Bournvita lays out on the front of its package — active brain, strong muscles, strong bones and high immunity.
“On Amazon, Zepto, Blinkit they (Bournvita) call themselves a ‘health drink’,” Himatsingka said in the video, before delving into the ingredients of the product, which have been mentioned on the back.
He pointed out sugar, cocoa solids, colour 150 degrees C (which he claimed was cancer causing), emulsifier, liquid glucose. “They have 50 gram of sugar per 100 gram. Basically, the entire half of this bag is only sugar!,” he said.
Himatsingka went on to say: “How is this helping your brain? How is this helping your immunity? How is this even legal?”, he continued, “instead of an active kid, there should be a photo of a sick kid on the package! Their tagline is Taiyari jeet ki (preparation for victory), but according to me, the tagline should be Taiyari diabetes ki (preparation for diabetes)!” Himatsingka had concluded.
Like him, the Pune-based nutritionist, who also works in the health foods manufacturing industry, said the company conveniently ignores the amount of sugar and other preservatives the package contains.
“Bournvita has been advertising the goodness of the vitamins whose chemical forms are present in their products. This conveniently ignores the amount of sugar and other preservatives the package contains, which doesn’t lead to the strengthening of the bones or the muscles,” she added.
(Edited by Richa Mishra)
Also Read: FSSAI retracts ‘dahi’ notification after stiff opposition from Tamil Nadu, Karnataka