What Did FSSAI Actually Do?
The Food Safety and Standards Authority of India (FSSAI) has ordered all beverage companies to stop using the term 'energy drink' on their product labels and marketing materials. This affects major players like Red Bull, PepsiCo's Sting, Monster, and Reliance's
Campa Energy. The directive is not a ban on the drinks themselves but a crackdown on their branding. The FSSAI argues that under Indian food law, a product category for 'energy drinks' does not officially exist. Therefore, using the term is considered 'misbranding' and can mislead consumers into believing the products have special, scientifically-backed properties that the regulator does not recognise. Companies have been given a 90-day window to comply with the new rule.
The 'Why' Behind the Regulatory Shake-up
FSSAI's primary concern is that the 'energy drink' label, often paired with claims like "vitalises body and mind," implies health or performance benefits that are not substantiated under Indian regulations. The regulator noted that such claims could be deceptive. These products were often sold as 'proprietary foods' without a standardised framework, leading to concerns about their composition and the combination of ingredients like high levels of caffeine and sugar. With the 'energy drink' market in India projected to be worth $1.6 billion by 2028, and with consumption high among young adults, the FSSAI moved to ensure these beverages are marketed more transparently. From now on, they will fall under the existing category of 'Caffeinated Beverages'.
Your New Supermarket Skill: Reading the Label
This regulatory change shifts the power, and the responsibility, to the consumer. Without the flashy 'energy' promise on the front, the real story of the drink is on the back—in the ingredient list and nutritional information panel. This is the main takeaway for every shopper. Being able to quickly scan and understand this information is now more important than ever for making informed choices about what you consume. It’s no longer about what the brand promises, but what the label proves. As some brands have already begun rolling out new packaging without the word 'energy,' consumers will soon see these changes on shelves.
A Consumer's Checklist for Caffeinated Drinks
When you pick up what you used to call an energy drink, here’s what to look for on the label:
1. Caffeine Content: FSSAI mandates that 'Caffeinated Beverages' must contain between 145mg and 300mg of caffeine per litre. The label must declare the total caffeine content per serving. Look for this number to understand exactly how much stimulant you're consuming.
2. Advisory Warnings: Labels are required to carry specific warnings, such as "Not recommended for children, pregnant or lactating women, [and] persons sensitive to caffeine". This is a critical piece of safety information.
3. Sugar Levels: The ingredient list reveals the sugar content. Ingredients are listed in descending order by weight, so if sugar or a syrup is one of the first few items, the drink is likely very high in sugar.
4. Other Stimulants & Additives: Look for other ingredients like taurine, ginseng, guarana, and B-vitamins. While permitted within limits, their presence contributes to the overall stimulant effect of the beverage. The FSSAI also specifies limits for vitamins, often capping them at one recommended daily allowance per serving.
5. Daily Consumption Limit: The regulations require a declaration stating a maximum recommended consumption, such as "Consume not more than 500 ml per day". This provides a clear guideline for safe intake.
