Why is Jimjam classified as ultra‑processed (NOVA 4) and what specific additives does it contain?

Jimjam falls into NOVA 4 because its formulation relies on refined wheat flour, added sugars, refined palm oil, and a range of technological additives such as emulsifiers E322 (lecithin) and E471 (mono‑ and diglycerides), raising agents E500 (sodium carbonates) and E503 (ammonium carbonates), acidity regulators E330 (citric acid) and E331 (sodium citrate), gelling agent E440 (pectin) and colour E122 (carmoisine), all of which are typical of ultra‑processed foods.

How does the sugar and salt content in Jimjam affect a diabetic or hypertensive diet?

With 33.5 g of sugar per 100 g, Jimjam can cause rapid blood‑glucose spikes and should be limited or avoided by people with diabetes, while its 0.54 g of salt per 100 g is lower than the average snack salt level but still contributes to daily sodium intake, so hypertensive individuals should consume it only sparingly.

Is the milk present in Jimjam a concern for people with lactose intolerance or dairy allergy?

Yes; the product includes milk solids and sweetened condensed milk, which contain lactose and dairy proteins, making it unsuitable for anyone with lactose intolerance or a milk allergy.

Britannia • 138 g

Jimjam

Sugary Snacks

Product Insights

Jimjam is a sugary snack biscuit from the brand Britannia, marketed in India and classified as a ‘Sugary snack’ in the PNNS food groups. With a Nutri‑Score of E and a NOVA 4 rating, the product is ultra‑processed and contains high levels of sugars (33.5 g/100 g) and saturated fat (9.5 g/100 g) while providing moderate fat (19 g) and salt (0.54 g). It also supplies modest protein (5 g/100 g) but lacks fiber and fruit/vegetable content, making it a calorie‑dense treat rather than a nutritional staple.

Nutrient Levels

Traffic light indicators

Fat

moderate

Saturated Fat

high

Sugars

high

Salt

moderate

Nutritional Values

Values per 100 g

Energy Kcal483 kcal

Fat19 g

Saturated Fat9.5 g

Carbohydrates73 g

Sugars33.5 g

Comparative Analysis

Compared with the typical snack category, Jimjam contains more sugar (33.5 g vs 28.98 g), more fat (19 g vs 17.65 g), higher saturated fat (9.5 g vs 7.8 g) and more calories (483 kcal vs 418 kcal), but it has lower salt (0.54 g vs 1.98 g) and provides no dietary fiber.

Ingredients

REFINED WHEAT FLOUR (MAIDA), SUGAR (24%), REFINED PALM OIL & INTERESTERIFIED VEGETABLE FAT, INVERT SUGAR SYRUP, DEXTROSE, MILK PRODUCTS (MILK SOLIDS & SWEETENED CONDENSED MILK), EDIBLE MAIZE STARCH, MALTODEXTRIN, FRUIT PRODUCTS (0.7%) (APPLE JUICE CONCENTRATE, BANANA POWDER & PLUM JUICE CONCENTRATE), IODISED SALT, EMULSIFIERS [322(i)& 471), RAISING AGENTS (503(ii) & 500(ii)], NATURE IDENTICAL AND ARTIFICIAL (MIXED FRUIT, VANILLA & BUTTER) FLAVOURING SUBSTANCES, ACIDITY REGULATORS [330 & 331 (iii)], GELLING AGENT (440) AND COLOUR (122)

84%

35%

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