Now Reading: FSSAI orders energy drink brands to drop ‘energy’ from labels
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FSSAI orders energy drink brands to drop ‘energy’ from labels
The Food Safety and Standards Authority of India has ordered Red Bull, Sting, Adrenaline Rush, Campa Gold Boost, Hell Energy and Monster to remove ‘energy’ from labels, advertising and marketing within 90…
The Story in Brief
The Food Safety and Standards Authority of India has ordered Red Bull, Sting, Adrenaline Rush, Campa Gold Boost, Hell Energy and Monster to remove ‘energy’ from labels, advertising and marketing within 90 days. FSSAI says the category lacks defined standards and claims such as ‘vitalises body and mind’ may mislead consumers.
The regulator has suggested the term ‘caffeinated beverages’, but industry representatives say it could confuse buyers. PepsiCo has begun removing ‘energy’ from Sting packaging, while the Indian Beverage Association has sought a consultative approach before enforcement. Distributors have reportedly stopped taking some stocks, and state authorities have confiscated products in some warehouses. The market is estimated at more than 2 billion cans and PET bottles, with annual marketing spending above Rs 2,000 crore.
The Indian Opinion
The lazy narrative is that brands are simply being punished for clever marketing, while the opposing claim is that FSSAI is creating needless chaos. Both miss the practical issue. Consumers need clear labels, but replacing ‘energy’ with a term as broad as ‘caffeinated beverages’ may not achieve that. The fair test is whether the final label tells buyers the caffeine content, serving size and risks plainly before the 90-day deadline.
Sources (2): retail.economictimes.indiatimes.com, brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the 2 sources linked above.
Updated: this story now draws on 2 sources.
