BournVita No More a ‘Health Drink’
The chocolate flavoured beverage has been deemed hazardous to health.
BournVita, the famous Indian malt drink which has been popular since its launch in 1948, is losing its reputation as a health beverage. Now, those who enjoy the sweet drink will have to do so with more than a pinch of salt. In an era where the nutritional quality of food seems to be paramount, the BournVita’s Mondelez-owned Cadbury production company finds itself in hot water. This after the Ministry of Commerce has advised e-commerce websites to remove BournVita from their “health drink” category.
The move comes a year after an influencer named Revant Himatsingka sparked a controversy on Instagram by highlighting the potential health hazards of BournVita. In April 2023, Himatsingka shared a video on the social media platform, claiming that every 100 gm of the BournVita powder contains as much as 50 gm of sugar. He also questioned the company’s lofty assurances that the drink boosts immunity and promotes healthy growth. Under threat of legal action by the major confectionary producer, Himatsingka had to withdraw the video.
However, the National Commission for Protection of Child Rights (NCPCR) took cognisance of Himatsingka’s claims and issued an inquiry. The statutory body soon concluded that there is no ‘health drink’ defined by the Food Safety and Standards Act (FSS) 2006, which had been submitted by the FSS Association of India and the BournVita-producer Modelez. It will be interesting to see what the embattled company’s next move will be. Meanwhile, BournVita consumers may not be drinking “to their health” again.
