New Delhi, May 12 -- India's food regulator has issued a show-cause notice to Fitshit Health Solutions-owned The Whole Truth over labelling that its chocolate products contained "no added sugar," a move that could have a broader impact on how companies make and consumers perceive such claims.

The notice issued by the Food Safety and Standards Authority of India (FSSAI) followed a complaint filed by rival chocolate maker Paul & Mike that The Whole Truth was using dates as sweeteners while claiming that no sugar was added to its cocoa products.

Under FSSAI's "non-addition of sugars" rules, such claims are not permitted if ingredients containing sugars are used as substitutes for added sugars. Following a Right to Information petition file...