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NEW DELHI: India’s food regulator, the Food Safety and Standards Authority of India (FSSAI), has issued a directive to several prominent beverage manufacturers, including PepsiCo, Red Bull, Monster, Reliance and Hell Energy, asking them to remove the term “energy drink” from the labelling of their high-caffeine products, as reported by Reuters. The companies have been given 90 days to comply with the order.
Regulatory Concern and Directive
The regulator clarified that Indian food safety standards do not officially recognise or define a separate category for “energy drinks.”
Instead, such high-caffeine products fall under the broader classification of caffeinated beverages and must adhere to the corresponding labelling and advertising rules.
The move stems from FSSAI’s assessment that certain caffeinated beverages do not meet the specific criteria laid down for products classified as “energy drinks.”
The regulator has emphasised the need for accurate and standardised labelling to prevent consumer confusion, particularly among younger audiences who are major consumers of these products.
Industry sources indicate that the directive applies to drinks exceeding certain caffeine thresholds but marketed in ways that could imply specific functional benefits not fully supported under current standards.
Companies have been instructed to revise packaging, branding, and marketing materials accordingly within the stipulated timeframe.
The FSSAI has also flagged certain popular marketing claims and taglines, such as “vitalises body and mind” or suggestions that the drinks help with “general weakness” as misleading to consumers.
Industry Response
While some manufacturers are reviewing their compliance strategies, others have expressed concerns over potential impact on brand identity and market positioning.
The Indian Beverage Association (IBA), which represents several leading brands, has privately urged the regulator to adopt a “risk-based enforcement approach” and hold further consultations before implementing the directive.
The industry body has expressed serious concerns that removing the “energy drink” descriptor could significantly erode established brand equity and adversely affect sales.
Representatives have highlighted that many of these products have been popular for years and argue that existing labels already carry necessary disclaimers and nutritional information.
However, FSSAI has maintained that the change is essential for regulatory consistency and consumer protection.
This directive is part of FSSAI’s ongoing efforts to strengthen oversight of functional beverages and ensure that marketing claims align with scientific and safety standards.
The authority has previously issued guidelines on caffeine content, advertising to children, and nutritional labelling for such products.
The 90-day window provides companies time to redesign packaging and update supply chains without immediate disruption. Consumers are advised to check updated labels once the transition period concludes.
Meanwhile, enforcement has already begun at the state level. In Rajasthan, food safety officials have conducted raids and seized thousands of bottles of products such as Sting, Red Bull, and Campa Energy. Authorities have also directed e-commerce platforms to remove the contested term from product listings and promotional content.
The development is likely to influence how energy and caffeinated drinks are positioned in the Indian market going forward, with potential implications for pricing, marketing strategies, and product innovation in the category.
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