What Is the New FSSAI Rule?
India's food regulator, FSSAI, has directed beverage companies to remove the term "energy drink" from their product labels. Instead, these products are to be labelled as 'Caffeinated Beverages'. This directive is part of a broader crackdown on what the authority
considers misleading claims that might suggest unverified health or performance benefits. Companies were given a 90-day window, starting from early July 2026, to comply with the order and update their packaging. The regulator has been firm on this deadline, rejecting industry requests for an extension, signalling a significant shift in how these popular drinks are presented to the public.
Which Products Are Affected?
This rule applies to a wide range of popular high-caffeine beverages that have previously been marketed as 'energy drinks'. The regulation specifically targets drinks containing caffeine between 145 mg per litre and 300 or 320 mg per litre. This includes major international and domestic brands. The core of the issue is that FSSAI does not have a defined standard for a product category named "energy drink," making the term a violation of existing regulations. As a result, any pre-packaged, non-alcoholic beverage that relies on high caffeine content and has been using the 'energy' branding will need a complete labelling overhaul.
Decoding the New Labels
The change goes beyond just removing a name. The regulations require several mandatory declarations. Labels must now explicitly state the total quantity of caffeine per serving. Crucially, they must also feature a prominent warning stating that the product is "Not recommended for children, pregnant or lactating women, and persons sensitive to caffeine". Some rules also specify a consumption warning, such as not consuming more than a certain number of cans per day. FSSAI has also prohibited functional claims like "vitalises body and mind" or anything suggesting the drink can remove weakness, which could mislead consumers. These measures force brands to be transparent about their ingredients and potential effects.
Why This Matters for Consumers
For years, the term "energy drink" has been a powerful marketing tool. This FSSAI directive effectively shifts the power back to the consumer by demystifying the product. With clear labelling as 'Caffeinated Beverage' and mandatory warnings, shoppers can now make more informed decisions based on facts rather than marketing hype. The rapid growth of this market in India, which saw sales nearly double between 2018 and 2023, underscores the need for such transparency. The rule encourages everyone to pay closer attention to ingredient lists and caffeine content, not just for these specific drinks but as a general habit for better health awareness. This is especially important for parents and young adults, who are often the primary target audience for these beverages.
Industry Scrambles to Comply
The 90-day deadline has sent ripples through the beverage industry, which had requested up to a year to manage the transition. Companies face significant logistical and financial challenges, including redesigning packaging for millions of cans and bottles already in the supply chain or on order. Despite pushback from the Indian Beverage Association, FSSAI has held its ground, stating that non-compliance could lead to penalties of up to two lakh rupees or even cancellation of licenses. While some companies initially voiced concerns about the impact on sales and branding, they have ultimately agreed to comply with the new regulations, marking a pivotal moment in India's food safety and consumer protection landscape.
