In recent days, a video circulating on social media has ignited concerns regarding the popular ‘Aashirvaad’ brand of wheat flour, suggesting that it contains plastic. Given the widespread consumption of wheat flour-based food products, an investigation was initiated following an alert received on our Fact Check hotline, 8129100164.
The video claimed that the consumption of wheat flour could be harmful, especially for children, due to alleged plastic content. Subsequent online searches led to a post on a social media platform (formerly Twitter), where it was alleged that despite the company’s assertion of 0% maida (refined flour) and 100% atta (whole wheat flour), the dough exhibited a rubber-like consistency. Accompanying this claim was a video alleging harm resulting from the consumption of wheat flour.
Upon closer examination, it was discovered that ITC Private Limited, the company behind the Aashirvaad brand, had provided a detailed response in five parts to address the claims made in the video.
ITC unequivocally refuted the allegations, stating that videos circulating on social media suggesting the presence of rubber or plastic in wheat flour were entirely baseless. They emphasized that such videos aimed to undermine the trust consumers have in their brand.
Furthermore, ITC clarified that the substance in question, often misconstrued as plastic or rubber, is wheat protein, commonly known as gluten. Gluten is responsible for the elasticity of wheat flour and binds it together.
According to the Food Safety and Standards Act of 2006, wheat flour must contain a minimum gluten content of 6% on a dry mass basis, as per ITC.
The company assured consumers that their wheat flour is entirely safe for consumption and adheres to all legal guidelines during its preparation.
In addition to this, ITC issued a stern warning of potential legal action against those spreading false information, videos, or statements about their wheat flour.
Further research led us to a statement from the Food Safety and Standards Authority of India (FSSAI), which affirmed the absence of plastic in wheat flour and attested to its safety.
Continuing our investigation, we found a video posted by the Executive Director of the Protein Foods and Nutrition Development Association of India, who emphasized the presence of gluten in wheat flour and its importance.
The Executive Director, also a doctor, unequivocally dismissed the allegations against wheat flour as entirely baseless.
We sought the expertise of officials from the Food Safety Authority and health experts, who clarified that gluten is a natural protein present in cereals like wheat and barley.
They explained, “Gluten is a seed storage protein, essential for bakery items like bread. It provides elasticity to food items and facilitates dough preparation. Except for those allergic to gluten, it poses no health issues.”
In conclusion, the claims made in the videos falsely refer to gluten, a naturally occurring protein in cereals like wheat, as plastic. The allegations against wheat flour are entirely unfounded and misleading. Consumers can continue to use wheat flour in their culinary endeavors with confidence, knowing that it is a safe and essential ingredient in many staple foods.