The End of 'Energy Drinks'
The most significant change consumers will notice is the disappearance of the term 'energy drink' from labels. In July 2026, the Food Safety and Standards Authority of India (FSSAI) directed manufacturers to stop using this descriptor, arguing that there
is no official regulatory category for 'energy drinks' in India. Instead, these products must now be labelled as 'Caffeinated Beverages'. The directive affects major players in the Indian market, including Red Bull, PepsiCo's Sting, and Monster Energy. The regulator gave companies a 90-day window, which ended on September 29, 2026, to comply with the new labelling norms. FSSAI also cracked down on misleading claims often associated with these drinks, such as promises to "vitalize body and mind" or combat general weakness.
Why the Change Was Needed
The regulatory shift stems from growing global and domestic concerns about the health risks associated with high caffeine consumption, especially among adolescents and young adults. FSSAI's primary goal is to provide consumers with clearer, more accurate information, moving away from marketing terms that may misrepresent a product's effects. While moderate caffeine intake is generally safe for most adults, excessive consumption can lead to a range of adverse health effects. These include anxiety, heart palpitations, elevated blood pressure, and disrupted sleep patterns. The high sugar content in many of these drinks also poses risks, contributing to potential metabolic issues and dental problems. The new labelling is designed to empower consumers to understand exactly what they are drinking and make more informed choices.
Your New Label Checklist
So, what should you look for the next time you pick up a caffeinated beverage? The new FSSAI standards mandate several key pieces of information on the label. First, look for the term 'Caffeinated Beverage'. Any drink containing more than 145 milligrams of caffeine per litre must carry this label. The maximum permissible limit is 300 mg per litre. The label must also feature a prominent declaration of 'High Caffeine' along with the exact amount of caffeine in milligrams (mg). Furthermore, you will find specific advisory warnings. These include a statement that the drink is “Not recommended for children, pregnant or lactating women, and persons sensitive to caffeine”. To guide consumption, labels must also state a maximum recommended daily intake, typically advising consumers to “Consume not more than 500 ml per day”.
A Global Trend Towards Transparency
India's new regulations are part of a broader international trend of increased scrutiny on high-caffeine beverages. For instance, England is set to ban the sale of these drinks to individuals under 16, and parts of Pakistan have already mandated they be called 'stimulant drinks'. The FSSAI's action brings India in line with other countries prioritising consumer health and transparency over marketing appeal. While manufacturers initially pushed back, citing concerns over brand identity and the cost of changing packaging, the regulator held firm on its deadline, emphasising public health over commercial interests. The move signals a clear shift towards holding companies accountable for their labelling and marketing practices, ensuring that what's on the can accurately reflects what's in it.
