India Orders Energy Drink Label Crackdown
India’s food safety regulator has directed manufacturers of high-caffeine beverages to stop marketing their products as “energy drinks”, rejecting industry requests to delay the labelling crackdown. Companies have been given 90 days to comply with the order.
FSSAI Restricts Energy Drink Labelling
The Food Safety and Standards Authority of India said there is no recognised product category or national standard for beverages described as “energy drinks”.
The regulator has also objected to promotional claims suggesting that such beverages can energise the body and mind or help people overcome general weakness. It considers these descriptions misleading because they may imply health benefits that have not been officially established.
The order does not prohibit the sale of caffeinated beverages. It primarily restricts companies from using “energy drink” or similar expressions on labels, advertisements and online product listings.
Pepsi Red Bull Monster Oppose Order
Major companies affected by the directive include PepsiCo, Red Bull, Monster Beverage, Reliance and Hell Energy. Industry representatives reportedly warned that removing the widely recognised category name could damage established brands, confuse consumers and disrupt retail operations.
However, the regulator rejected arguments based on commercial consequences and indicated that companies could challenge the decision through legal channels.
Manufacturers are now expected to modify packaging, advertising and digital listings within the compliance period.
India Tightens High-Caffeine Drink Rules
The action comes as India’s high-caffeine beverage market expands rapidly, particularly among teenagers and younger consumers. Retail sales are projected to reach approximately $1.6 billion by 2028.
Rajasthan authorities have already seized thousands of products marketed as energy drinks and instructed e-commerce platforms to remove the disputed description from their listings.
Health concerns surrounding these beverages generally relate to their caffeine, sugar and taurine content, especially when consumed frequently or by children and caffeine-sensitive individuals.
