The record
Written from the 1 report below. Nothing here is unsourced.
- India's food safety regulator FSSAI has ordered beverage makers, including Pepsi, Red Bull, Monster, Reliance and Hell Energy, to stop labelling their high-caffeine drinks as 'energy drinks', saying no Indian standards exist for such products and claims like 'vitalizes body and mind' are misleading.
- Companies pushed back, warning the change could damage brands built on instant-energy claims in a market expected to be worth $1.6 billion by 2028, but FSSAI rejected those arguments and gave them 90 days to comply.
- The industry has reportedly agreed to make the labelling change, and states like Rajasthan have already begun seizing products and telling e-commerce platforms not to promote drinks as energy drinks.
- The move reflects global health concerns over high caffeine, sugar and taurine in such beverages.
What to watch next
- Whether companies follow through on compliance within the 90-day deadline or challenge the decision in court
- How brands like Sting and Red Bull re-market their products without the 'energy drink' label and what impact this has on sales
- Further state-level enforcement actions, including seizures and instructions to e-commerce platforms
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1 report
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Named India · Amazon · Blinkit · Flipkart · Hell Energy · Indian Beverage Association · Monster Beverage · Pepsi · Red Bull · Reliance · Swiggy Instamart · Walmart · Food Safety and Standards Authority of India
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