The End of 'Energy Drinks'
The Food Safety and Standards Authority of India (FSSAI) has directed manufacturers to stop using the term “energy drink” on their product labels. This directive, issued in July 2026, affects major players in the Indian market, including Red Bull, PepsiCo's
Sting, Monster Energy, and Reliance's Campa Energy. The core of the issue is that FSSAI has no specific regulations or standards for a product category called an “energy drink”. Therefore, using the term is considered misleading. Companies have been given a 90-day window to comply, a deadline the regulator has shown no intention of extending despite industry requests. Instead of “energy drinks,” these products must now be labelled as “caffeinated beverages,” a category for which FSSAI has established clear standards.
What the New Labels Must Show
The new rules are about much more than just a name change; they are about providing consumers with clear and essential information. Under existing regulations for “caffeinated beverages,” products must contain between 145mg and 300mg of caffeine per litre. The updated focus requires labels to prominently display several key pieces of information. This includes the total amount of caffeine per serving. Furthermore, manufacturers must include a clear warning stating that the product is not recommended for children, pregnant or lactating women, and individuals sensitive to caffeine. The rules also prohibit any functional or therapeutic claims, such as “boosts energy,” “enhances focus,” or “vitalises body and mind,” which the FSSAI deems impermissible and misleading.
The Public Health Motivation
This regulatory crackdown is rooted in growing public health concerns over the consumption of high-caffeine products, especially among younger demographics. Health experts globally have highlighted the potential risks associated with excessive caffeine intake. These can include rapid heartbeat, elevated blood pressure, anxiety, insomnia, and digestive issues. For vulnerable groups, such as adolescents whose bodies are still developing, the risks are more pronounced. The aggressive marketing of these drinks, often linking them to enhanced physical performance and mental alertness, has contributed to a booming market in India, with sales growing faster than in the US and China. FSSAI's move is part of a global trend, with countries like England also moving to restrict the sale of these beverages to minors.
Informed Choices for Consumers
For the average consumer, these changes are a significant step toward transparency. The new labels empower you to understand exactly what you are consuming. By clearly stating the total caffeine content per serving, you can better monitor your daily intake. For reference, many health authorities consider up to 400mg of caffeine per day to be safe for most healthy adults, while pregnant women are advised to limit intake to under 200mg. The removal of vague marketing claims like “boosts energy” forces the product to be judged on its actual ingredients rather than its perceived benefits. This allows consumers to make more informed decisions based on facts, moving away from the influence of powerful marketing slogans.
A Broader Push for Transparency
This action against caffeinated beverages is not happening in a vacuum. It is part of a wider enforcement wave by FSSAI to improve food labelling across the board. The regulator is also working on introducing mandatory front-of-pack nutrition labels (FoPL) that would use a simple red hexagonal warning to indicate products high in salt, sugar, or fat. This broader strategy shows a clear intent to move the Indian food industry towards global standards of consumer information and safety. By tackling everything from “100% pure” claims to beverage branding, FSSAI is signalling a new era where what’s on the label must accurately reflect what’s inside the package, giving consumers the final say.
