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The Health Factory

Zero Maida Rusk Royal Elaichi

Name: Zero Maida Rusk Royal Elaichi
Brand: The Health Factory

Use in moderation SafeShelf · review pending

NOVA 4zero maidahigh fibreno palm oilno artificial coloursno emulsifierslactose-freepregnancy-safenut-freeenjoy in moderation

Serving

16 g

Pack

80 g

Ingredients

Barcode

8908009059451

Buy on thehealthfactory.in

01 — Ingredient mix

What’s in the box, ranked from most concerning.

Each ingredient gets a tier from our researched dossier. The list sorts worst-first; the donut summarises the distribution. Tap any ingredient for its full dossier.

Caution · 3 ingredients shown

Caution3 of 10 ingredients

Cane SugarCaution

Wheat GlutenCaution

CinnamonCaution

Cleared 7▾

Chakki Fresh Atta (Whole Wheat Flour)Cleared

SoojiCleared

Rice Bran Oil (Edible Vegetable Oil)Cleared

YeastCleared

Iodised SaltCleared

Rosemary ExtractE 392Cleared

Cultured GlucoseCleared

02 — Claims audit

Every label claim, fact-checked.

We treat each claim as a question — does what’s inside back it up? Tap a claim for the reasoning.

8/9

claims fully supported

“Zero Maida”true

Ingredient list contains only Chakki Fresh Atta (whole wheat flour) and Sooji (semolina) as flour bases; no refined wheat flour (maida) is listed.

“No Chemical Preservatives”true

Rosemary extract (E392, a natural antioxidant preservative) and cultured glucose (a fermentation-derived biopreservative) are used. Neither is a synthetic chemical preservative; both are natural-origin preservation systems.

“No Emulsifiers”true

No emulsifiers appear anywhere in the ingredient list or EXTRA INFORMATION.

“No Colours”true

No colouring agents (natural or artificial) are listed in the ingredients.

“No Palm Oil”true

The only oil declared is Rice Bran Oil (Edible Vegetable Oil); no palm oil or palm fractions are listed.

“Source of Protein”true

Per 100g protein is ~13.38g. Under FSSAI Food Safety and Standards (Advertising and Claims) Regulations 2018, a 'source of protein' claim requires ≥6g protein per 100g or ≥12% energy from protein. At 13.38g protein × 4 kcal/g = 53.5 kcal out of 448.69 kcal total = ~11.9% energy from protein — just below the 12% energy threshold, but clearly above the 6g/100g threshold. The claim is supported on the absolute quantity criterion.

“High Fibre - 8g Per Pack”true

Per 100g dietary fibre is 10.07g (raw label). An 80g pack contains ~8.06g fibre, consistent with the '8g per pack' claim. FSSAI 'high fibre' threshold requires ≥6g per 100g; at 10.07g per 100g this product qualifies.

“Clean Label Promise”misleading

'Clean label' has no standardised legal definition under FSSAI or any major regulatory body. The product avoids synthetic preservatives, artificial colours, and emulsifiers, but does contain added isolated wheat gluten, a food-additive leavening agent (E341i/monocalcium phosphate), and fermentation-derived biopreservatives — ingredients consumers may not expect in a 'clean label' product.

“Fibre Rich”true

Dietary fibre is ~10.07g per 100g, well above the FSSAI threshold of ≥6g per 100g for a high-fibre claim. 'Fibre Rich' is substantiated.

03 — The fuller picture

Read the whole thing if a one-line verdict isn’t enough.

What’s in favour, and what’s working against it

In favour

Made with whole wheat flour and semolina — no refined maida
High dietary fibre: ~10g per 100g (8g per pack)
Good protein content: ~13g per 100g
No palm oil — uses rice bran oil
No artificial colours or emulsifiers
Natural preservatives only (rosemary extract, cultured glucose)

Working against

NOVA 4 ultra-processed despite whole-grain base
Added isolated wheat gluten elevates processing level
Contains added cane sugar (~11.6g added sugar per 100g)
Significant sodium: ~485mg per 100g from salt and cultured glucose
Contains E341i (monocalcium phosphate), a food additive
Cinnamon type (cassia vs. Ceylon) undisclosed; cassia carries coumarin risk

Who should approach with care

Gluten Intolerance — Contains whole wheat flour, semolina, and added isolated wheat gluten — all significant sources of gluten — which trigger autoimmune intestinal destruction in celiac disease; strict lifelong avoidance is required per FSSAI, FDA, and EFSA allergen frameworks.

Infants — Added iodised salt makes this product inappropriate for infants whose immature kidneys cannot handle dietary sodium; the high-fibre whole wheat content and gluten also require age-appropriate introduction guidance per FSSAI and Codex infant food regulations.

Diabetes — Despite using whole grain flours, the product has ~79g carbohydrates per 100g including ~11.6g added sugar from cane sugar; careful portion control and carbohydrate counting are necessary for individuals managing blood glucose.

Hypertension — Sodium is ~485mg per 100g (from iodised salt and cultured glucose's inherent ~6% sodium content); individuals on sodium-restricted diets for hypertension should account for this contribution.

Kidney Disease — Monocalcium phosphate (E341i) contributes dietary phosphate for which EFSA's 2019 re-evaluation explicitly states the group ADI does not apply to individuals with moderate-to-severe kidney disease; elevated phosphate and sodium from salt and cultured glucose further compound renal risk.

Heart Disease — Sodium from iodised salt (~485mg/100g) promotes fluid retention and cardiovascular load; patients with heart disease should adhere to clinician-prescribed sodium restrictions.

Pregnancy — Contains cinnamon (type unspecified; cassia carries coumarin risk at high intake) and rosemary extract (which at supplemental doses has traditional contraindications for uterotonic effects); food-level exposure from rusk is likely low risk but warrants awareness.

Lactation — Iodised salt may not meet elevated iodine requirements during lactation (200µg/day per EFSA/WHO); a clinician should assess whether supplemental iodine is required in addition to dietary sources.

Thyroid Disease — Excess iodine from iodised salt can precipitate iodine-induced thyrotoxicosis or worsen autoimmune thyroid conditions such as Hashimoto's thyroiditis; individuals with pre-existing thyroid disorders should seek medical guidance.

Ibs — Whole wheat flour, semolina, and wheat gluten are high in fructans (fermentable oligosaccharides/FODMAPs), which can exacerbate bloating, cramping, and altered bowel habits in individuals with irritable bowel syndrome following a low-FODMAP protocol.

Ibd — Added wheat gluten may exacerbate intestinal barrier dysfunction in susceptible individuals with inflammatory bowel disease; anti-Saccharomyces cerevisiae antibodies (ASCA) in Crohn's disease also warrant caution regarding the yeast ingredient.

Gout — Yeast is among the richest dietary purine sources (can raise serum urate and trigger gout flares), and the fructose moiety of cane sugar is metabolised via uric-acid-generating pathways, compounding risk for individuals with gout.

Children — Children can readily exceed the EFSA coumarin Tolerable Daily Intake from cassia cinnamon (type undisclosed) at lower body weights; added sugar and citric acid also pose dental caries and enamel erosion risks with regular consumption.

Liver Disease — Cinnamon (if cassia type) has been associated with hepatotoxicity at elevated coumarin doses in individuals with pre-existing liver conditions; rice bran oil fat load may also require monitoring under hepatic fat restriction.

Epilepsy — Rosemary extract contains camphor-related constituents that at concentrated doses may lower the seizure threshold; food-additive-level exposure is low risk but caution is advised for individuals with epilepsy.

The full analysis

This rusk is marketed at health-conscious Indian consumers looking to replace conventional maida-based rusks with a whole-grain alternative. The 'Zero Maida' positioning is substantiated — no refined flour appears in the ingredient list — and the product does deliver meaningful dietary fibre (~10g per 100g) and protein (~13g per 100g). However, note that the NUTRITION section figures appear to be per-serving (16g) values mislabeled as per-100g, while the raw label panel in EXTRA INFORMATION gives the true per-100g values (448 kcal, 79g carbs, 485mg sodium) — consumers should use those. The product contains added isolated wheat gluten, monocalcium phosphate (E341i), rosemary extract (E392), and cultured glucose (a biopreservative), ingredients rarely found in home kitchens, which classify it as NOVA 4 ultra-processed despite its whole-grain base. The most useful thing to know: it is a genuinely better rusk choice than a maida original, but it is still a processed baked product with added sugar and notable carbohydrate density.

FSSAI licence

11522998000168 (M1)

Manufacturer

For the unit address and FSSAI Lic. no., please refer to the last two characters of the batch no. and scan the QR code.

Region

Source

MANUAL

Analysis

Independently researched