Heritage Foods fights FSSAI notice on 'fresh paneer' label

Heritage Foods has fired back at Indian food regulators over its “Fresh Paneer” label, arguing the claim is about refrigeration and preservatives, not freshness in a strict timing sense.

The Food Safety and Standards Authority of India issued a notice to the Hyderabad dairy company saying the term “Fresh Paneer” did not meet the conditions in Schedule V, the rulebook for using the word “fresh” on food products. The notice called it a misleading claim.

Heritage responded that “fresh” on its packaging refers to the product being stored and transported under refrigeration with no preservatives. The company said it uses pasteurized milk and that the intrinsic nature of the product is preserved through cold chain logistics, not through a short shelf life alone.

“We are aware of the concerns raised regarding the labelling of our Heritage Fresh Paneer and have submitted our detailed response to the concerned authority,” Chief Executive Officer Srideep Kesavan said in a statement. “The product label carries all mandatory declarations including ingredients used, nutritional information, manufacturing date, use-by date, etc., enabling consumers to make an informed choice.”

The dispute turns on one word. If the FSSAI rejects Heritage’s interpretation, the company may have to relabel its best-selling paneer, changing how the product appears on shelves and potentially confusing shoppers who associate “fresh” with a just-made batch. Rivals using “paneer” without the qualifier would face less risk.

Heritage submitted its detailed response. The FSSAI has not set a timeline for a ruling. Investors are watching for any formal order that could force a costly label redesign or damage the brand’s premium positioning.