The End of 'Energy Drinks'
The most significant change is the removal of the term 'energy drink' itself. The Food Safety and Standards Authority of India (FSSAI) has directed manufacturers to stop using this phrase on the labels of high-caffeine beverages. The regulator's reasoning
is straightforward: there are no official standards in Indian food law that define what an 'energy drink' is. As a result, FSSAI argues that using the term could mislead consumers. Major brands like Red Bull, Monster, and PepsiCo's Sting have been given a 90-day window to comply with this directive. Instead, these products will likely be classified and sold simply as 'caffeinated beverages'.
Scrapping Misleading Claims
Alongside the name change, FSSAI is cracking down on marketing claims that suggest functional or therapeutic benefits. Phrases like "vitalises body and mind," "enhances focus," or claims that the drink "helps in general weakness" are no longer permitted. The regulator has stated that these claims are not permissible under the Food Safety and Standards Act, as they can give consumers a false impression of the product's health or performance benefits. This move forces brands to overhaul not just their packaging but also their wider advertising strategies, including social media campaigns and influencer content that have long been built around promises of instant energy and improved performance.
Caffeine and Content: What Stays the Same
While the marketing language is changing, the core product is not being banned. FSSAI already has regulations for 'caffeinated beverages'. These rules mandate that such drinks must contain between 145 mg and 300 mg of caffeine per litre. This existing framework will continue to govern the formulation of these drinks. Therefore, the amount of caffeine in your favourite beverage is not expected to change as a direct result of this new labelling position. The focus is purely on how the product is described and marketed to the public, not on its approved ingredients.
Strengthened Warning Labels
The new position reinforces existing requirements for clear and prominent warning labels. Regulations already require that caffeinated beverages must clearly state their total caffeine content per serving. Furthermore, they must carry a mandatory warning that the product is not recommended for children, pregnant or lactating women, and individuals sensitive to caffeine. Some labels are also required to state a maximum recommended daily consumption, such as advising not to consume more than two cans a day. These warnings are intended to give consumers more transparent information to make safer consumption choices, particularly for vulnerable groups.
Why FSSAI is Making This Change
This regulatory shift comes amid a booming market for these beverages in India, which has seen sales volumes nearly double each year between 2018 and 2023, especially among younger consumers. The FSSAI's action reflects growing global concerns from health experts about the potential risks of excessive consumption of high-caffeine and high-sugar drinks, particularly among adolescents and young adults. By removing the appealing 'energy' tag and unsubstantiated health claims, the regulator aims to curb misleading marketing and encourage more mindful consumption based on factual information rather than marketing hype. Enforcement has already begun in some states, like Rajasthan, where authorities have seized products marketed as energy drinks.
