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After Maggi, FSSAI tightens grip on Patanjali Atta Noodles

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After Maggi, FSSAI tightens grip on Patanjali Atta Noodles

Patanjali Atta Noodles which was launched by Baba Ramdev this week is now in the middle of controversy, after the Food Safety and Regulatory Authority of India (FSSAI) said that the noodles have not obtained the mandatory product approvals from the body. However, back of the noodles packet bears an FSSAI license number.

According to reports, Patanjali has rubbished all the news on the grounds that misleading information is being provided and that they have all the approvals from FSSAI to launch noodles in India. The Patanjali Atta Noodles are expected to be in the markets by next month in a million stores, according to Baba Ramdev. Post its arrival in the market, FSSAI will be able to take action against the brand.

At a time when Maggi noodles returned to the Indian market after a gap of 5 months, Ramdev organised the launch around this time. It hopes to get the market share of Maggi and compete with it on the grounds of health. At the press conference on Monday, the yoga guru announced that Patanjali Atta Noodles is healthy because it is not made out of Maida (flour), with no added lead or monosodium glutamate (MSG).

Ramdev has stated, that the pricing of the noodles have been kept much lower than its competitors.

Post FSSAI informing that the noodle was launched without the approval of the body, a lot of conversation started taking place on social media. For almost the entire day on Wednesday, on Facebook and Twitter, ‘Patanjali Atta Noodles’ and ‘FSSAI’ were trending.

Except of few conversation on Twitter:

Maggi crisis:

Inspite of Maggi being back in the market after clearing all the lab tests. Trouble seems to be not over for the instant noodles brand from Nestle. According to reports, FSSAI two days back, had moved to Supreme Court against Bombay High Court’s order lifting the ban on Maggi and asked for an immediate stay on its sale. It has questioned the ‘sanctity’ of the samples provided by Nestle for re-testing, because according to the body, High Court should have randomly picked samples from the market, instead of asking them to submit it.

As part of its re-launch marketing strategy, Maggi has rolled out TV ads targeting mothers and are trying to create a re-assurance that Maggi is not harmful. It has worked on the insight that the brand here has an emotional attachment with its consumers, mothers have fed their children with Maggi in various form. In these campaigns, a mother fondly talks about her belief and how the brand has managed to live up to its integrity.

Click here to view the ad:

Joymee Noodles:

In the last few days, Indonesian food products company Inbisco has been aggressively promoting that their instant noodle brand Joymee is safe for consumption. The ad says that it has been tested across government approved labs and the result is that it has been proven safe. The noodle brand was launched last year in India and comes with the unique onion crunchy toppings called yummion.

Click here to view the ad:

It will be interesting to see, how things pan out for Patanjali Atta Noodles in days to come.


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