Red Bull, PepsiCo, Sting among 6 energy drink brands get FSSAI noticesAI
The Food Safety and Standards Authority of India (FSSAI) has directed companies selling high-caffeine beverages to stop using the term 'energy drink' on bottles and cans, saying there is currently no defined standard in India for describing such products. Companies have been given 90 days to revise their labels and comply with the new directive.
The regulator also asked manufacturers to avoid promotional claims such as "provides energy to the body and mind" or "removes weakness", stating that such messages could mislead consumers into believing the beverages offer health or performance benefits that are not scientifically established.
Several beverage companies, including PepsiCo, reportedly opposed the move, arguing that removing the term "energy drink" could negatively impact their brands and sales. However, FSSAI Chief Executive Officer Rajit Punhani said companies that disagree with the decision are free to seek legal recourse. Government sources later indicated that the companies agreed to comply with the regulator's directions.
FSSAI Orders 'Energy Drink' Label Removal From Bottles & Cans, Companies Get 90 Days To Make ChangesAI
The decision comes amid growing global concerns over the health impact of high-caffeine beverages, many of which contain significant amounts of caffeine, sugar and taurine. Health experts have increasingly raised concerns about the potential risks of excessive consumption, particularly among children and teenagers.
Countries tightening rules on energy drinks
Globally, governments are tightening regulations around such products. England is planning to ban the sale of high-caffeine beverages to children under the age of 16 from April next year. In some parts of Pakistan, similar products are marketed as "stimulant drinks" instead of energy drinks.
The category has long relied on marketing campaigns that promote instant energy, improved alertness and enhanced physical performance. Red Bull is known for its iconic "Gives You Wiiings" slogan, while PepsiCo's Sting has been advertised as delivering an electricity-like energy boost.
The Indian Beverage Association (IBA) said it would comply with the government's directive and reiterated its support for regulations based on scientific evidence. However, in a confidential letter sent to FSSAI on July 6, the association reportedly expressed concerns that making preliminary regulatory notices public could damage companies' reputations, affect business operations and create confusion among consumers.
The industry body also urged the regulator to consult companies before introducing major policy changes, arguing that stakeholder discussions would help ensure smoother implementation, reduce disputes and improve transparency throughout the regulatory process.
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