What's Changing on the Label?
The core of the FSSAI directive is straightforward: companies must stop labelling their high-caffeine products as “energy drinks”. This decision, delivered in July 2026, stems from the fact that Indian food safety laws do not have a specific standard
or definition for the term 'energy drink'. Instead of 'energy', these products will now be classified as 'caffeinated beverages'. The rule applies to any non-alcoholic beverage containing more than 145 milligrams of caffeine per litre. The regulator has also cracked down on misleading marketing claims like “vitalises body and mind” or those suggesting the drink helps with weakness. After some pushback, major players in the market, including Red Bull, PepsiCo (for its brand Sting), and Reliance, agreed to comply within the 90-day window.
Why the Crackdown Now?
This isn't a new fight for the FSSAI; it's the latest chapter in a long-running effort to regulate a booming market. The consumption of these drinks has soared in India over the last decade, with sales growing faster than in the US and China. This rapid growth has raised significant public health concerns, particularly regarding the high levels of caffeine, sugar, and other additives being consumed by young people. The regulator argues that the 'energy drink' label is misleading, creating a false impression of a health benefit or a necessary boost. By forcing a change to the more neutral 'caffeinated beverage' label, the FSSAI aims to provide consumers with clearer, more accurate information about what they are drinking, shifting the focus from marketing hype to factual content.
Deconstructing 'Energy': Stimulants vs. Substance
So, what exactly is the 'energy' that these drinks promise? It primarily comes from two sources: caffeine and sugar. Caffeine is a stimulant that acts on the central nervous system to make you feel more alert and less tired. The sugar provides a quick source of calories, which your body uses for fuel. However, the term 'energy drink' can imply a more wholesome or performance-enhancing benefit than what is actually delivered. There's no magical ingredient providing sustained energy. The feeling is temporary and often followed by a 'crash'. The FSSAI's rules cap caffeine content at 300mg per litre. The new labels will be required to state the exact amount of caffeine and include a warning: “Consume not more than 500ml per day”.
Understanding the Health Risks
Health experts have consistently warned about the potential downsides of consuming high-caffeine drinks, especially for certain groups. The American Academy of Pediatrics advises against them for children and teens, citing risks like increased heart rate, anxiety, sleep problems, and dehydration. For adults, excessive caffeine can lead to palpitations, high blood pressure, and jitteriness. This is why FSSAI regulations mandate a prominent warning on labels stating that the product is “Not recommended for children, pregnant or lactating women, [and] persons sensitive to caffeine”. The goal of these explicit warnings is to empower consumers to make informed decisions based on their health status rather than on alluring advertising.
