Red Bull challenges FSSAI ban on energy drink label in court

Red Bull has moved the Delhi High Court against the Food Safety and Standards Authority of India's (FSSAI) order prohibiting the use of the 'energy drink' descriptor on labels. The company argued on September 25 that the regulator did not issue a show-cause notice or hold a hearing before imposing the ban, calling the move a U-turn on its own regulatory position. The court has asked FSSAI to respond by Tuesday.

The FSSAI order, issued in June and effective from September 30, requires all high-caffeine beverages to drop the term 'energy' from packaging, marketing and ads. Reliance has already launched Campa Xtra without the word, and PepsiCo has removed it from Sting while withdrawing existing stock. The Indian energy drinks market is valued at around Rs 9,500 crore, with Red Bull, Sting, Monster, Campa and Hell spending over Rs 2,000 crore annually on marketing.

Red Bull, which reported India revenue of $130 million in 2024, said the ban creates regulatory uncertainty and could bring its business to a standstill. A government source said FSSAI will defend its decision, noting that the category was never formally recognised. The court hearing is scheduled for the next day.