The Whole Truth is a popular clean-label food brand from India, launched in 2019 by Shashank Mehta. The brand, now valued at over ₹2,100 crore, promises to use simple ingredients and practice honest labeling. It was first launched as “And Nothing Else” before rebranding to highlight full ingredient disclosure.
Why Akash Yadav Filed a Complaint
Recently, influencer Akash Yadav, also known as Akash Yadhuvanshi and followed by over three lakh people on Instagram, filed a complaint with the Food Safety and Standards Authority of India (FSSAI) against The Whole Truth brand. In his video, Akash explained that although he usually does not create such content, he felt disappointed when, in his view, “a brand that claims to be clean” did not fully meet its promise. Akash shared that when someone eats clean, works out, and avoids junk food, it feels disheartening if a brand that promotes “no lies” ends up offering what he called “half-truths.”
Concerns Raised by Akash Yadav
Excess Sugar in Protein Powder
Akash criticised The Whole Truth’s coffee-flavoured protein powder for having 25 grams of sugar per 100 grams (with 14 grams being added sugar). He argued that a protein powder should ideally have only 0–5 grams of sugar, especially if it’s marketed as suitable for everyone. Some experts partly agreed with Akash. Dietitian Komal Malik said that generally, protein powders don’t include added sugar, and 25 grams “does sound like a lot.” However, another expert, Debjani Gupta, defended the product, saying it is beginner-friendly and that there are other sugar-free options for those who want them.
Tagline Issue
Akash also pointed out that the brand earlier claimed its protein bar was suitable for “your parents and your kids,” which he found misleading given the sugar content. He said the brand later removed this claim after he posted his video.
Hazelnut Spread Ingredients
Akash claimed the brand’s hazelnut spread didn’t contain “real chocolate” but instead used cocoa nibs and cocoa powder. Debjani Gupta clarified that while cocoa nibs and powder come from cacao beans and undergo processing, they are still healthy and rich in antioxidants.
Date – 20 July, 2025 Time – 10 AM to 5 PM Fee – Rs 1180
How The Brand Responded
Shashank Mehta, founder of The Whole Truth, directly replied to Akash’s video, calling the claims “baseless.”
He clarified that:
- The protein powder Akash criticised is their Beginner’s Protein, which has 15 grams of protein and about 4.3 grams of added sugar (from jaggery) per scoop.
- The sugar content Akash mentioned was measured per 100 grams, but a scoop size is much smaller, making the claim misleading.
- The brand offers other protein powders with higher protein (24–30 grams) and zero added sugar for fitness enthusiasts.
- Regarding the hazelnut spread, Shashank said cocoa nibs and cocoa powder are real chocolate ingredients according to regulations.
- He also denied that the protein bar was ever advertised as “for everyone.”
Shashank concluded his response by stating that Akash’s followers deserved accurate facts instead of misleading figures and unfounded claims.
What People Think
Akash’s video sparked mixed reactions online. Some people supported him, believing brands must be extra careful with health claims. Others sided with The Whole Truth, saying the influencer exaggerated the issue.
Final Thoughts
This case shows how hard it can be for consumers to figure out what’s truly healthy, especially with so many products and labels around. While brands should be transparent, influencers must also share complete and balanced facts. In the end, it’s up to consumers to stay informed and decide what to trust.
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