The Disappearing 'Energy Drink' Label
In a significant move, the FSSAI has ordered beverage companies to stop using the term 'energy drink' on their products. This isn't a ban on the drinks themselves, but a major regulatory shift. The reason? FSSAI argues there are no official standards
for what constitutes an 'energy drink'. The term was seen as misleading, often coupled with marketing claims like “vitalises body and mind” that lacked scientific backing and could create a false impression of health benefits. As a result, major brands like Red Bull, Monster, and PepsiCo's Sting have been given a timeline to change their packaging and drop the word 'energy' from their branding. This change aims to increase transparency and force consumers to look beyond catchy marketing.
Why FSSAI Made the Change
The regulator's decision stems from growing global and domestic health concerns surrounding these high-caffeine beverages. The term 'energy drink' itself is a misnomer, as the 'energy' primarily comes from sugar and the stimulating effects of caffeine. FSSAI noted that without a defined standard, the category was being used to market drinks with high levels of caffeine, sugar, and other additives like taurine and ginseng to a young audience, who are particularly vulnerable. By removing the appealing 'energy' tag, the regulator aims to curb misleading promotions and encourage consumers to assess the products based on their actual contents rather than their purported functional benefits.
From 'Energy' to 'Caffeinated Beverage'
So, what are these drinks called now? Any beverage containing caffeine between 145 milligrams per litre and 300 mg/l must now be labelled as a 'Caffeinated Beverage'. This is not just a name change; it comes with a strict set of rules. The products are still available, but they are now classified and regulated under this more factual and less sensational category. This forces a shift in perception—from a product that promises an abstract 'boost' to one that is clearly defined by its primary stimulant: caffeine.
A Consumer's Guide to the New Label
With the marketing gloss removed, reading the ingredient list is more important than ever. Here’s what to look for on a 'Caffeinated Beverage' label. First, a 'High Caffeine' warning is now mandatory, along with the total caffeine content per serving. The maximum permitted level is 300 mg per litre. Second, check the sugar content. These drinks are often loaded with sugar, which can contribute to various health issues. Third, look for specific mandatory warnings. The label must explicitly state, “Not recommended for children, pregnant or lactating women, [and] persons sensitive to caffeine”. Finally, the label will also prescribe a maximum daily consumption limit, which is typically no more than 500 ml per day.
Understanding Other Key Ingredients
Beyond caffeine and sugar, these beverages often contain a cocktail of other ingredients. Taurine, an amino acid, is commonly added for its supposed synergistic effect with caffeine. You might also see various B-vitamins (like B3, B6, B12), which are involved in energy metabolism but whose inclusion FSSAI has capped at one Recommended Daily Allowance (RDA) per serving. Other stimulants like ginseng and guarana may also be present. While these ingredients are permitted within specified limits, their combined effect with high levels of caffeine is a key reason for the increased regulatory scrutiny. Understanding that these are not just flavoured water but complex formulations is key to making an informed choice.
