Britannia Industries has been ordered to discontinue advertisements claiming its bread is “100% Whole Wheat Bread” after the Central Consumer Protection Authority (CCPA) found the representation misleading, noting that whole wheat flour accounts for only around 62% of the finished product. In an order dated October 22, 2026, CCPA rejected Britannia's argument that the claim referred to the flour component rather than the entire loaf. It directed the company to withdraw the advertisements immediately across print, electronic and social media, pay a penalty and submit a compliance report within 15 days.
