New Delhi, July 13 -- The Whole Truth no longer claims there is "No Added Sugar" in its chocolate bars. Instead, in a sudden effort to live up to its name, the packaged food company has replaced those words with the more specific "Sweetened with Dates".

Similarly, MasterChow has removed the words "100% Natural" and "healthy" from its ramen packaging.

The Whole Truth and MasterChow are not alone. Over the past few months, words have begun disappearing from food packs and associated material across the industry.

Marketing teams have been busy rewriting website copy, reviewing advertisements and sending product labels back to lawyers before they go to print.

The catalyst is a regulator that has become far more active. Over the past few m...