The Food Safety and Standards Authority of India (FSSAI) has issued notices to several leading beverage companies, including makers of Red Bull, Sting and Monster Energy, over the use of the term “energy drink” on product labels.
The regulator said the branding could amount to misbranding and misleading claims under India’s food safety laws.
The move marks another step in FSSAI’s ongoing crackdown on misleading food labels and health-related marketing claims as it strengthens enforcement across the food and beverage sector.
Leading Beverage Brands Receive FSSAI Notices
According to the food safety regulator, notices have been issued to the following brands:
- Red Bull Energy Drink
- PepsiCo India’s Adrenaline Rush Energy Drink
- Reliance Consumer Products’ Campa Energy Drink – Gold Boost
- Sting Energy Drink
- Hell Energy
- Monster Energy
The companies had not publicly responded to the notices at the time of publication.
Why Has FSSAI Raised Objections?
FSSAI stated that India has not notified any official food standard for products described as “energy drinks” or similar categories.
Despite this, several beverage manufacturers continue to market their products using the “energy drink” label, which the regulator says may mislead consumers.
The authority also clarified that the Food Category System under the Food Safety and Standards Regulations is designed for regulatory classification and should not be used as a product name or marketing descriptor.
Health and Performance Claims Under Scrutiny
FSSAI also objected to promotional statements suggesting functional or therapeutic benefits.
According to the regulator, claims such as:
- “Vitalizes body and mind”
- “Boosts energy levels”
- “Enhances focus”
- “Helps with general weakness”
are not permitted for food products under the Food Safety and Standards Act, 2006, unless specifically allowed under applicable regulations.
The regulator said such claims may create false impressions about the benefits of food and beverage products.
Crackdown on Misleading Food Labels Continues
The latest action is part of FSSAI’s broader effort to strengthen compliance with food labeling and advertising rules.
In recent months, the regulator has issued notices to multiple food businesses over alleged misleading advertisements, incorrect labeling and unsupported health claims. It has also begun publishing enforcement actions on its official social media platforms to improve consumer awareness and encourage regulatory compliance.
India’s Energy Drink Market Continues to Expand
The regulatory action comes as India’s energy drink market continues to witness rapid growth.
Industry estimates suggest the sector was valued at approximately $1.5 billion in 2025 and is projected to reach nearly $2.9 billion by 2034, driven by rising urbanisation, increasing fitness awareness and strong demand from younger consumers.
As the market expands, regulators are placing greater emphasis on ensuring that product labels and advertising accurately reflect approved food standards.
Previous FSSAI Enforcement
FSSAI has taken similar action in other food categories.
In 2025, the regulator directed manufacturers of sugar-based rehydration beverages not to market their products as Oral Rehydration Solution (ORS) unless they met the formulation standards prescribed by the World Health Organization (WHO).
The latest notices reinforce FSSAI’s focus on ensuring truthful labeling, preventing misleading health claims and protecting consumer interests in India’s fast-growing food and beverage industry.
