David Vs Goliath in the Age of SM !

David vs Goliath story is ages old. Rooting for the underdog has created many movie stars around the world - cutting across religion and language barriers! Our generation gets to see the same on the Social media platform - in real time!

Recently a social media influencer uploaded a video on Instagram with his take on a "Health drink" concoction( brand extension named "Bournvita" under brand Cadbury) manufactured by the Mondelez India company (majority sales are derived from the sales of chocolates!) The influencer pointed out that this "health drink" contained in total more than 50% sugar by weight and therefore, was in fact not a health drink, but something that could very well lead to serious health issues including early onset Diabetes in the younger population. Within a few days, the influencer was served a legal notice by Cadbury and had to take down his video and issue an apology letter as well.

Questions that come to mind:

1) Why did the influencer take down his video and issue an apology letter?

2) Why are the FSSAI and relevant Government authorities not taking cognizance of the issue and speaking with Mondelez? (Just found out that National Commission for the Protection of Child Rights (NCPCR) has issued a notice to Mondelez India (the owner of the brand Cadbury in India). The global company that owns the entire operations is Mondelez International.

3) The rules governing the addition of sugar in every form - sugar, corn syrup, Maltodextrin liquid glucose and other ingredients which contain sugar or sugar substitutes, in food products are perhaps to blame.

Prima Facie it appears that the company increases the 'Total" sugar content of the health drink by using various ingredients in addition to sugar itself. So while the weight of sugar may be in line with legal requirements, the weight of the sugar substitutes in the drink is the real culprit and that takes up the Total sugar content of the health drink to unacceptable high levels. Check this product photo out from the company itself!

You know who I am rooting for in the fight. But just like surrogate advertising by Liquor companies continues unabated in India, it seems like the food regulations regarding the "Total Sugar content" in any food product may allow such companies to market these kind of products to unsuspecting customers!

My Final take on the matter:

1) Consumers: Please forget the advertising videos on the TV/Cable and READ the ingredient list carefully before buying anything. In most developed countries, consumers are actively reading the ingredient listing and taking social action against errant companies. There is no substitute for consumer intelligence and education!

2) Influencers: If you are too afraid of legal notices then perhaps you should think before you post your content on the Internet! You would be surprised how many people would support you in the right crusade!

3) Regulators: Do your job damn it! It only requires a bit of common sense to see what is really going on. Can you really do your job?