The End of 'Energy Drinks' as a Category
The Food Safety and Standards Authority of India (FSSAI) has instructed beverage companies to stop using the term 'energy drink' on the labels of their high-caffeine products. Brands like Red Bull, PepsiCo (for its product, Sting), Monster, and others
have been given a 90-day window to comply with the new directive. The core of the issue is that 'energy drink' is not a recognized or standardized food category under India's current food safety regulations. FSSAI has clarified that these products should instead be labelled under their proper regulatory classification: 'caffeinated beverages'. This isn't just a change in name; it’s a fundamental shift aimed at preventing misleading marketing and providing consumers with more accurate information.
Why FSSAI Made the Change
The regulator's decision stems from concerns that the 'energy drink' label, often paired with claims like "vitalises body and mind" or "helps in general weakness," can mislead consumers. FSSAI argues that such phrases could imply scientifically proven health or therapeutic benefits that are not substantiated, which is not permissible under the Food Safety and Standards Act. The move is a push for greater transparency, ensuring that consumers understand they are purchasing a beverage with high caffeine and often high sugar content, rather than a health-giving tonic. Health experts have raised concerns about the long-term effects of high consumption of these drinks, particularly the combination of caffeine and sugar, which has driven the need for clearer labelling.
Caffeinated Beverage vs. Energy Drink
Under the regulations, the term 'energy' can be associated with products that provide energy through carbohydrates, vitamins, and minerals, like sports or electrolyte drinks. However, the products in question deliver their stimulating effect primarily through caffeine, a psychoactive substance. FSSAI's rules already define any non-alcoholic beverage with more than 145mg of caffeine per litre as a 'Caffeinated Beverage'. The maximum permissible caffeine level is capped at 320mg per litre, which is equivalent to about 80mg in a standard 250ml can. By forcing companies to use this terminology, the regulator aims to create a clear distinction for consumers between drinks that provide caloric energy and those that provide a stimulant effect.
New Labels and Warnings for Consumers
The change goes beyond just the name. The regulations for caffeinated beverages mandate strict labelling requirements. These products must carry a prominent warning stating they have 'High Caffeine' content, along with the specific amount. Furthermore, labels must include the advisory: 'Not recommended for children, pregnant or lactating women, persons sensitive to caffeine'. There will also be a suggested consumption limit, such as 'Consume not more than 500 ml per day'. These measures are designed to give consumers clear, immediate information about the nature of the product and its suitability, empowering them to make more informed and safer choices.
Industry Reaction and What's Next
Initially, major beverage companies and the Indian Beverage Association (IBA) pushed back against the directive, citing potential damage to brand reputation, business disruption, and consumer confusion. However, after a meeting with the FSSAI Chief Executive, who stood firm on the decision, the industry has reportedly agreed to comply. While the composition of the drinks themselves will not change, the relabelling represents a significant shift in marketing. This directive is part of FSSAI's broader push for more stringent and transparent food labelling, which includes initiatives like front-of-pack labelling to highlight high levels of sugar, salt, and fat in food products.
