Consumers are often bombarded with claims that promise superior health benefits, especially when it comes to products as ubiquitous as milk. Recently, the Food Safety and Standards Authority of India (FSSAI) has taken a bold step to clarify and regulate the use of A1 and A2 labels on milk and milk products. This move comes amidst growing concerns that these labels, which refer to different types of milk proteins, have been used more as marketing tools than as indicators of genuine health benefits.
With the FSSAI’s new directive, food business operators (FBOs) are now required to remove these claims, putting an end to what many industry experts have called misleading and unscientific marketing practices. This blog probes into what this landmark decision means for both consumers and the dairy industry.
Table of Contents
FSSAI Advisory Explained
This advisory from the Food Safety and Standards Authority of India (FSSAI) addresses the marketing claims made by food business operators (FBOs) regarding A1 and A2 milk and milk products. The key points of the advisory are:
- Misleading Claims: FSSAI has identified that the differentiation between A1 and A2 milk, based on the protein structure (specifically beta-casein), is being used by some FBOs to market their products. FSSAI has deemed these claims as misleading when applied to milk fat products, such as ghee, because the differentiation is irrelevant to such products.
- Regulatory Compliance: The advisory clarifies that the current standards under the Food Safety and Standards (Food Product Standards and Food Additives) Regulations, 2011, do not recognize or differentiate between A1 and A2 milk. Therefore, any claims related to A1 and A2 in milk fat products do not conform to these regulations.
- Directive to FBOs: FSSAI has directed all FBOs, including those operating in e-commerce, to remove any claims related to A1 and A2 proteins from their products and online listings. The FBOs are allowed a six-month period to exhaust pre-printed labels with such claims but are not permitted to continue using these claims beyond this period.
Watch: FSSAI Advisory Explained
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Response of the Stakeholders
The recent advisory by the Food Safety and Standards Authority of India (FSSAI) regarding A1 and A2 milk products has sparked diverse reactions from stakeholders across the dairy industry and the broader food sector.
Industry Responses
a. Support for FSSAI’s Decision
Many experts and industry leaders, including RS Sodhi, former MD of Amul, have hailed FSSAI’s directive as a significant step in protecting consumers from misleading marketing.
The decision has been termed a “landmark” for countering the unscientific claims that have been used to promote A2 milk and related products at inflated prices.
b. Concerns from Dairy Producers
I just saw an ad promoting A2 Ghee.
A2 GHEE? At five times the usual price?
What kind of nonsense is this? A1 and A2 are proteins, but ghee is 99.5% to 99.7% fat and moisture with no protein—neither A1 nor A2.
Don’t fall for these scams.
— Nikhil Chitale (@nikhilchitale) July 18, 2024
Some stakeholders, particularly from smaller or niche dairy producers, expressed concerns about the impact of this directive on their businesses. They argue that the marketing of A2 milk has been an essential part of their product differentiation strategy.
However, critics within the industry, such as Nikhil Chitale of Chitale Dairy, have pointed out that these claims are baseless, particularly for products like ghee that contain negligible protein content and thus can’t be categorized as A1 or A2.
c. Call for Stricter Regulations
Several commentators like Parag Milk Foods Chairman Devendra Shah welcomed the move, he has called this purely a marketing gimmick by exploiting terms like “A2” without scientific backing.
It has been observed that smart marketers use such labels to allow companies to charge a premium without delivering any real benefits to consumers.
d. General Public and Consumer Awareness
There is a growing recognition among consumers that the purported benefits of A2 milk might be overstated, especially given the lack of conclusive scientific evidence distinguishing it from A1 milk in terms of health benefits.
This has led to increased skepticism towards products that are marketed based on these claims.
A1 Vs. A2 Milk
A1 and A2 refer to two different types of beta-casein proteins found in cow’s milk. Beta-casein is one of the primary proteins in milk, and it makes up about 30% of the total protein content. Regular milk contains both A1 and A2 protein. In contrast, A2 milk is sourced from cows selectively bred to produce milk with only the A2 beta-casein protein.
A1 and A2 Proteins
- A1 Beta-Casein: This type of beta-casein is prevalent in most commercial dairy cattle breeds, such as Holstein, Ayrshire, and British Shorthorn. A1 milk contains a specific peptide called BCM-7 (beta-casomorphin-7), which some studies suggest could be linked to digestive discomfort and other health issues in sensitive individuals. However, scientific consensus on these effects is not well-established.
- A2 Beta-Casein: A2 milk comes from certain breeds of cows, like Jersey, Guernsey, and some Asian and African cows, that predominantly produce A2 beta-casein. A2 milk does not produce BCM-7 during digestion, leading some to claim it is easier to digest and potentially healthier. These claims have led to the marketing of A2 milk as a superior alternative to regular A1 milk.
Health Claims And Controversy
The health effects of A1 and A2 milk have been the subject of debate and research, particularly regarding their impact on digestion and overall health. Here’s a summary of what is currently understood:
- The differentiation between A1 and A2 milk has sparked debate and marketing wars, with A2 milk often promoted as a healthier option. However, the scientific community is divided, and there is insufficient evidence to conclusively prove that A2 milk offers significant health benefits over A1 milk.
- Given the ongoing debate and the lack of conclusive research, regulatory bodies like FSSAI have stepped in to prevent potentially misleading marketing that could sway consumer choices based on unverified health claims.
Related Read: Details About The A2 Cow Milk Brands In India
Conclusion
The FSSAI advisory highlights that claims differentiating A1 and A2 proteins are misleading when applied to milk fat products, like ghee, as these claims are irrelevant to such products. The advisory also notes that current regulations do not recognize A1 and A2 distinctions, making these claims non-compliant.
Consequently, the FSSAI has instructed all Food Business Operators (FBOs), including those online, to remove A1 and A2 claims from their products and online listings within six months. It has granted time only to exhaust pre-printed labels before discontinuing these claims.
