Ananya Pathak

Modern Foods’ 'immuno bread' withdrawn from the market

ASCI confirmed the same in a tweet put out last week - “The advertiser has confirmed that the product is withdrawn from the market & is not available”.

In a tweet put out last week, the Advertising Standards Council of India (ASCI) - a self-regulatory voluntary organization of the advertising industry, confirmed that Modern Foods’ 'immuno bread' has been withdrawn from the market and is no longer available.

According to the packaging of the product, it contained turmeric, ginger, clove, black pepper, cinnamon, cumin, and jaggery – the pack said these are AYUSH Ministry recommended immunity ingredients.

Also Read: Modern Foods launches 'immuno bread'

Speaking about the matter, ASCI spokesperson says, “ASCI reached out to the advertiser informing them that their advertisement was in potential violation of the AYUSH advisory which refrains advertisers / advertising agencies from using the name of Government departments and institutions, and that they would need to adequately substantiate their claim of “immuno bread”. Within a day, the product was withdrawn from the market - without waiting for the process to play itself out.”

A packet of ‘immuno bread’ costed Rs 50 in Mumbai. Customers were given a free mask with it.