FSSAI pulls up beverage brands over ‘energy drink’ labels and health claims

The Food Safety and Standards Authority of India (FSSAI) has issued notices to several beverage companies over the use of the term "energy drink" and related functional claims on product labels and marketing communications.

In a series of Instagram posts published on 1 July, the food regulator named brands including Red Bull, Monster, Reliance Consumer Products' Campa Energy, Hell Energy, PepsiCo's Sting and Adrenaline Rush. FSSAI said these products were being marketed using descriptors such as "energy drink", despite there being no notified standard for such a category under its regulations.

The regulator clarified that the Food Category System under the FSSAI Regulations is meant for classification and not for product naming or labelling. It also stated that claims such as "vitalises body and mind", "enhances focus", "boosts energy levels" and "aids in general weakness" are not permitted for food products under the Food Safety and Standards Act, 2006, and the rules framed under it.

While each social media post highlighted a different brand, all carried the same regulatory clarification, suggesting that the notices were issued across the category rather than targeting a single company.

The move comes as competition in India's energy drink segment intensifies. Global players such as Red Bull and Monster are facing increasing competition from domestic brands including Reliance Consumer Products' Campa Energy and PepsiCo's Sting, which have been expanding their presence through new product launches and marketing campaigns aimed at younger consumers.