New Delhi: The Food Safety and Standards Authority of India (FSSAI) has issued notices to several leading beverage companies, including Red Bull India, PepsiCo India, Reliance Consumer Products, Coca-Cola-backed Monster Energy, Sting, and Hell Energy, over alleged misbranding and misleading claims related to products marketed as “energy drinks.”
The action is part of the food safety regulator’s ongoing crackdown on inaccurate product labelling and promotional claims that may mislead consumers.
FSSAI Questions ‘Energy Drink’ Label
In a statement shared on its official Instagram account, the FSSAI said it had served notices to multiple beverage brands using the term “energy drink” on their packaging and marketing material.
According to the regulator, India currently has no notified food standard that officially recognises or defines “energy drinks” as a product category under the Food Safety and Standards Regulations.
As a result, the authority has raised concerns over the use of the descriptor on product labels and promotional campaigns.
Brands That Received Notices
The notices have reportedly 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, backed by Coca-Cola
The companies had not issued official responses to the notices at the time of reporting.
Regulator Objects to Health and Performance Claims
The FSSAI also reiterated that food products are not permitted to make functional or therapeutic claims unless specifically allowed under the Food Safety and Standards Act, 2006, and related regulations.
The regulator stated that promotional statements such as:
- “Vitalizes body and mind”
- “Enhances focus”
- “Boosts energy levels”
- “Aids in general weakness”
or other similar claims are not permissible for food products unless supported by approved regulatory provisions.
Officials clarified that the Food Category System under the Food Safety and Standards Regulations is intended only for regulatory classification and cannot be used as a product name or marketing label.
Crackdown on Misbranding Intensifies
The latest notices are part of FSSAI’s broader enforcement drive against misleading food advertisements, inaccurate labelling, and unverified health claims.
Over the past year, the regulator has increased surveillance across multiple food categories, responding to consumer complaints and conducting inspections to ensure compliance with food safety regulations.
FSSAI has also begun publicly disclosing enforcement actions through its official social media platforms, including Instagram and X, to improve transparency and raise consumer awareness about food safety standards.
Rapidly Growing Energy Drinks Market
The regulatory action comes at a time when India’s energy drinks segment is witnessing significant growth.
According to market estimates cited in reports, the sector was valued at approximately USD 1.5 billion in 2025 and is projected to reach nearly USD 2.9 billion by 2034, driven by increasing urbanisation, rising health and fitness awareness, and growing demand among younger consumers.
The expanding market has prompted regulators to pay closer attention to product claims, advertising practices, and compliance with food labelling norms.
Previous Enforcement Actions
The FSSAI has taken similar measures in recent years across various 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 prescribed by the World Health Organization (WHO).
The latest notices reinforce the regulator’s focus on ensuring that food products are marketed accurately and that consumers are not misled by claims that lack regulatory approval or scientific validation.
