Will consumers opt for honey after the purity scandal?
Honey is popular as an immunity booster, especially in winters, but can the purity scandal affect how consumers view the product? Will it still find takers? 2020 has been the year of sanitisers and immunity boosters. To fight the spread of the Coronavirus, Indians invested in taking multivitamins, exercising and following Ayurvedic practices to boost immunity – such as drinking lemon and honey tea. However, honey has recently come under the scanner. Major honey brands such as Dabur, Patanjali and Emami (Zandu Pure Honey) came under the scanner for having failed a purity test conducted by a German laboratory, said the Centre for Science and Environment (CSE), a Delhi-based public interest research and advocacy organisation, earlier this month (December). Out of the 13 honey brands that were tested, Marico’s Saffola Honey was the only big brand to pass all the tests. Sanjay Mishra, chief operating officer, India sales, and CEO, new business, Marico, said in an e-mailed statement that every batch of Saffola Honey is tested using NMR (nuclear magnetic resonance) technology. It is one of the most advanced tests in the world, in the best in class laboratories, to ensure that it is 100 per cent pure, free from added sugar and any form of adulteration. “Saffola Honey is also compliant with each of the quality parameters mandated by the FSSAI (Food Safety and Standards Authority of India). Since its launch in June this year, it has been widely accepted by consumers and appreciated by the trade for delivering on its promise of quality and purity. We will continue to communicate these attributes of Saffola Honey to our discerning consumers through our TVCs, digital media, advertisements on e-commerce platforms and our own DTC channel,” said Mishra. The NMR test is administered across the world to test honey for its purity. While the test is not a norm in India, it is mandatory for honey meant for export. During its investigation, the CSE tracked down Chinese trade portals, like Alibaba, which were advertising fructose syrup that can bypass tests. Amit Khurana, programme director of CSE’s food safety and toxins team, remarked, “It remains unclear how much does the food regulator really knows about this murky business.” In August, Saffola Honey had released its first ad, where it touted its purity and mentioned that it was tested using NMR, and was “free from any form of adulteration and with no added sugar.” It was also the first ad we (afaqs!) saw where a scientist in a lab coat examines honey's purity under a microscope.
