FSSAI order forces energy drink brands to rework labels

The Story in Brief

FSSAI has ordered Red Bull, Sting, Adrenaline Rush, Campa Gold Boost, Hell Energy and Monster to remove the word “energy” from labels, advertising and marketing within 90 days from July 1, 2026. The regulator says the category lacks defined standards and claims such as “vitalises body and mind” may mislead consumers. It has suggested “caffeinated beverages” instead.

The Economic Times reports that some distributors have stopped accepting stocks and that state authorities have confiscated products from warehouses. PepsiCo has said it will drop “energy” from Sting. The Indian Beverage Association has urged FSSAI to adopt a consultative, risk-based approach before enforcement. 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 being silenced, while the opposite claim says a label change alone will protect consumers. Neither is sufficient. FSSAI must explain the technical basis for rejecting the existing category and give companies a workable description that does not blur energy drinks with ordinary coffee or soda. The practical test is whether consumers can identify caffeine content, serving limits and health risks clearly on every pack before the 90-day deadline.

Source: retail.economictimes.indiatimes.com

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