No Such Thing As ‘Energy Drink’: FSSAI Serves Notices To Red Bull, PepsiCo, Monster, 3 Others Over Energy Drink Misbranding

New Delhi: The Food Safety and Standards Authority of India (FSSAI) has served notices to 6 beverage brands for allegedly misbranding their products and making misleading promotional claims linked to the term ‘energy drinks’. The notices, issued on Wednesday, were the regulator’s latest step in tightening oversight of food labelling and advertising.

The FSSAI named Red Bull Energy Drink, PepsiCo’s Adrenaline Rush Energy Drink, Reliance Consumer Products’ Campa Energy Drink Gold Boost, Sting Energy Drink, Hell Energy, and Coca-Cola-backed Monster Energy in its notice. The watchdog said that it had flagged the companies for violations connected to branding and the claims used to market their beverages.

In a post shared on Instagram, the food regulator stated that it had initiated action against these brands for marketing themselves as ‘energy drinks’ and for promoting functional benefits that are not permitted under current food law.

No Notified Category For ‘Energy Drinks’

At the centre of the FSSAI’s objection is the absence of any specific standard for products classified as ‘energy drinks’ or similar beverages. The regulator alleged that despite there being no notified category, the brands had marketed their products using the descriptor ‘energy drink’ on packaging and labelling.

The authority further explained that the food category system outlined under the regulations exists solely for classification purposes. The FSSAI stressed that the system is not intended to be used for product naming or for declarations on labels that could mislead consumers about the nature of the product.

The watchdog indicated that the distinction is critical because the use of unrecognised categories on labels can give consumers the impression that the product has been officially defined or approved as an ‘energy drink’ under Indian food law, which is not the case.

‘Vitalises Body And Mind’ Claims

The FSSAI, beyond the branding issue, also took exception to several functional and therapeutic claims associated with these beverages. It stated that assertions such as “vitalises body and mind”, “enhancing focus”, “boost energy levels”, “aid in general weakness” and other similar statements are not permissible for food products.

The regulator noted that such claims fall foul of the Food Safety and Standards Act, and the rules and regulations framed under it. As per the law, food products cannot carry claims that suggest they have medicinal or therapeutic properties unless they are specifically approved for such use.

Statements from the 6 brands named in the notices could not be obtained on issue at the time of reporting.

Crackdown On Misleading Food Ads

The action against the energy drink makers comes amid a bigger push by the FSSAI to rein in misbranding and misleading advertisements in the food sector. In recent months, the authority has intensified enforcement against food business operators whose labelling or promotions violate safety norms.

The regulator has also been acting on complaints submitted by consumers who have raised concerns about inaccurate or exaggerated claims on food and beverage packs. To strengthen public awareness, the FSSAI has increasingly turned to social media platforms, including Instagram and X, to publicise its enforcement actions.

The FSSAI is making efforts to promote greater compliance among companies by making such notices public, while also educating consumers about what is, and is not, permitted under India’s food safety framework.