FSSAI orders Pepsi, Red Bull and others to drop 'energy drink' label in 90 days
India's energy drinks market has grown rapidly over the past few years, especially after Pepsi introduced Sting in 2017. The affordable drink became popular among teenagers and young adults, as well as consumers in rural areas.
India's food safety regulator has asked companies to stop using the term "energy drink" on the labels of high-caffeine beverages, despite objections from leading brands including Pepsi, Red Bull, Monster Beverage, Reliance and Hell Energy, reported Reuters.
The Food Safety and Standards Authority of India (FSSAI) said earlier this month that there are no Indian standards for products marketed as "energy drinks". It also said claims such as "vitalises body and mind" or "helps in general weakness" could mislead consumers.
COMPANIES GIVEN 90 DAYS TO CHANGE LABELS
The food regulator has instructed companies to remove the words "energy drink" and similar descriptions from product labels, mentioned the report.
At a meeting with industry representatives on Friday, FSSAI Chief Executive Rajit Punhani reportedly rejected concerns that the move could hurt businesses. He also told companies they were free to challenge the decision in court if they wished.
A government source said the companies later agreed to follow the new rule and have been given 90 days to make the required changes.
INDUSTRY SAYS THE MOVE COULD AFFECT BUSINESSES
The Indian Beverage Association, which represents several major companies, has urged the regulator to adopt a more consultative approach.
In a letter sent to FSSAI on July 6, the association said making such notices public could damage company reputations, disrupt business operations and confuse consumers. It also called for regular discussions with industry before making major changes to regulations.
The association said it remains committed to following government rules and working with regulators on science-based policies.
FAST-GROWING MARKET FACES FRESH SCRUTINY
India's energy drinks market has grown rapidly over the past few years, especially after Pepsi introduced Sting in 2017. The affordable drink became popular among teenagers and young adults, as well as consumers in rural areas.
According to Euromonitor, the market is expected to reach 1.6 billion US dollars by 2028, growing by 12.6 per cent each year. Sales volumes nearly doubled every year between 2018 and 2023.
Some consumers say they frequently consume these beverages as they believe the drinks help them stay energetic and continue working. A few also admit they feel addicted to them.
Meanwhile, the crackdown has already started in Rajasthan, where authorities have seized thousands of bottles of Sting, Campa Energy and Red Bull as part of an enforcement drive.
On July 8, the state government also directed e-commerce platforms, including Amazon, Flipkart, Blinkit and Swiggy Instamart, to ensure that products were not promoted as "energy drinks". The companies did not respond to Reuters' requests for comment.
India's food safety regulator has asked companies to stop using the term "energy drink" on the labels of high-caffeine beverages, despite objections from leading brands including Pepsi, Red Bull, Monster Beverage, Reliance and Hell Energy, reported Reuters.
The Food Safety and Standards Authority of India (FSSAI) said earlier this month that there are no Indian standards for products marketed as "energy drinks". It also said claims such as "vitalises body and mind" or "helps in general weakness" could mislead consumers.
COMPANIES GIVEN 90 DAYS TO CHANGE LABELS
The food regulator has instructed companies to remove the words "energy drink" and similar descriptions from product labels, mentioned the report.
At a meeting with industry representatives on Friday, FSSAI Chief Executive Rajit Punhani reportedly rejected concerns that the move could hurt businesses. He also told companies they were free to challenge the decision in court if they wished.
A government source said the companies later agreed to follow the new rule and have been given 90 days to make the required changes.
INDUSTRY SAYS THE MOVE COULD AFFECT BUSINESSES
The Indian Beverage Association, which represents several major companies, has urged the regulator to adopt a more consultative approach.
In a letter sent to FSSAI on July 6, the association said making such notices public could damage company reputations, disrupt business operations and confuse consumers. It also called for regular discussions with industry before making major changes to regulations.
The association said it remains committed to following government rules and working with regulators on science-based policies.
FAST-GROWING MARKET FACES FRESH SCRUTINY
India's energy drinks market has grown rapidly over the past few years, especially after Pepsi introduced Sting in 2017. The affordable drink became popular among teenagers and young adults, as well as consumers in rural areas.
According to Euromonitor, the market is expected to reach 1.6 billion US dollars by 2028, growing by 12.6 per cent each year. Sales volumes nearly doubled every year between 2018 and 2023.
Some consumers say they frequently consume these beverages as they believe the drinks help them stay energetic and continue working. A few also admit they feel addicted to them.
Meanwhile, the crackdown has already started in Rajasthan, where authorities have seized thousands of bottles of Sting, Campa Energy and Red Bull as part of an enforcement drive.
On July 8, the state government also directed e-commerce platforms, including Amazon, Flipkart, Blinkit and Swiggy Instamart, to ensure that products were not promoted as "energy drinks". The companies did not respond to Reuters' requests for comment.
India's food safety regulator has asked companies to stop using the term "energy drink" on the labels of high-caffeine beverages, despite objections from leading brands including Pepsi, Red Bull, Monster Beverage, Reliance and Hell Energy, reported Reuters.
The Food Safety and Standards Authority of India (FSSAI) said earlier this month that there are no Indian standards for products marketed as "energy drinks". It also said claims such as "vitalises body and mind" or "helps in general weakness" could mislead consumers.
COMPANIES GIVEN 90 DAYS TO CHANGE LABELS
The food regulator has instructed companies to remove the words "energy drink" and similar descriptions from product labels, mentioned the report.
At a meeting with industry representatives on Friday, FSSAI Chief Executive Rajit Punhani reportedly rejected concerns that the move could hurt businesses. He also told companies they were free to challenge the decision in court if they wished.
A government source said the companies later agreed to follow the new rule and have been given 90 days to make the required changes.
INDUSTRY SAYS THE MOVE COULD AFFECT BUSINESSES
The Indian Beverage Association, which represents several major companies, has urged the regulator to adopt a more consultative approach.
In a letter sent to FSSAI on July 6, the association said making such notices public could damage company reputations, disrupt business operations and confuse consumers. It also called for regular discussions with industry before making major changes to regulations.
The association said it remains committed to following government rules and working with regulators on science-based policies.
FAST-GROWING MARKET FACES FRESH SCRUTINY
India's energy drinks market has grown rapidly over the past few years, especially after Pepsi introduced Sting in 2017. The affordable drink became popular among teenagers and young adults, as well as consumers in rural areas.
According to Euromonitor, the market is expected to reach 1.6 billion US dollars by 2028, growing by 12.6 per cent each year. Sales volumes nearly doubled every year between 2018 and 2023.
Some consumers say they frequently consume these beverages as they believe the drinks help them stay energetic and continue working. A few also admit they feel addicted to them.
Meanwhile, the crackdown has already started in Rajasthan, where authorities have seized thousands of bottles of Sting, Campa Energy and Red Bull as part of an enforcement drive.
On July 8, the state government also directed e-commerce platforms, including Amazon, Flipkart, Blinkit and Swiggy Instamart, to ensure that products were not promoted as "energy drinks". The companies did not respond to Reuters' requests for comment.
