Several popular beverages sold under the label of “energy drink” are now under scrutiny. The Food Safety and Standards Authority of India (FSSAI) has issued notices to several major brands, including Red Bull, Sting, Monster, Campa Energy, Hell Energy, Adrenaline Rush, and Gold Boost, alleging that companies are misleading customers through their product branding and claims.
FSSAI states that no official food category or separate standard for “energy drink” has been established in India. This means that simply selling or promoting a product as “energy drink” is not considered compliant. The regulator states that the food category system is for administrative classification only and cannot be used as a product name or marketing term.
The brands receiving the notice include Red Bull, Sting, Monster Energy, Campa Energy, Adrenaline Rush, Hell Energy, and Gold Boost. FSSAI states that these products are labeled “Energy Drink” on their packaging, and in some cases, they are also being promoted under this name on e-commerce platforms.
FSSAI has not only objected to the term “Energy Drink” but also to claims that the drinks boost energy, improve focus, or alleviate weakness. The regulator states that such functional or therapeutic claims for food products are not permissible under regulations unless they have regulatory approval.
This notice does not mean that the sale of these products has been banned. Currently, FSSAI has sought responses from the companies and directed them to comply with the regulations on labeling and marketing. At present, the question is about the names and claims under which the companies are selling their products, not the fact that these products cannot be sold in the market.
All eyes will now be on the companies’ responses. If FSSAI finds their responses unsatisfactory, further regulatory action may be taken. Currently, no official response has been issued by the companies in this matter.