FSSAI Issues Misbranding Notices to Leading Beverage Brands Over ‘Energy Drink’ Claims; Red Bull, Monster, Campa and Others Under Scanner
New Delhi, July 4: The Food Safety and Standards Authority of India (FSSAI) has initiated action against several popular beverage brands over the use of the term “Energy Drink” on product labels and marketing material, stating that such claims are not recognised under existing Indian food safety standards and may amount to misbranding and misleading consumers.
The regulator has issued notices to multiple brands, including Red Bull Energy Drink, Monster Energy, Campa Energy Drink – Gold Boost, Hell Energy Drink, Adrenaline Rush Energy Drink and Sting Energy Drink, questioning the use of the descriptor “Energy Drink” and various functional claims associated with these products.
According to the material released by FSSAI, no standard has been notified for “Energy Drink” or similar products under the current regulatory framework.
No recognised standard for “Energy Drink”
FSSAI has clarified that:
- No food standard currently exists for “Energy Drink” or similar products under the Food Safety and Standards framework.
- The Food Category System under the Food Safety and Standards (Food Products Standards and Food Additives) Regulations, 2011 is not intended for product naming or labelling purposes.
- Therefore, manufacturers cannot rely on food category classifications to market products as “Energy Drinks.”
Functional and therapeutic claims not permitted
The regulator has also objected to promotional claims suggesting that such beverages:
- Boost energy
- Increase energy levels
- Stimulate the mind
- Energise the body
- Enhance focus
- Improve performance
- Help overcome general weakness
- Or make similar therapeutic or functional claims
According to FSSAI, such claims are not permissible for food products under the provisions of the Food Safety and Standards Act, 2006, unless specifically allowed under the applicable regulations.
Brands identified in the notices
The products highlighted by FSSAI include:
- Campa Energy Drink – Gold Boost
- Monster Energy
- Hell Energy Drink
- Adrenaline Rush Energy Drink (PepsiCo India Holdings Pvt. Ltd.)
- Red Bull Energy Drink
- Sting Energy Drink
In some cases, FSSAI noted that the products were marketed using the descriptor “Energy Drink” on product branding and labelling, while in others the same terminology was used on e-commerce platforms.
Consumer protection and regulatory compliance
The regulator’s move is aimed at ensuring that food products are marketed strictly in accordance with approved food standards and that consumers are not influenced by claims that may create misleading impressions regarding a product’s health or performance benefits.
FSSAI has reiterated that food business operators must ensure that product names, labels, promotional material and online listings fully comply with the Food Safety and Standards Act, 2006, and the regulations framed thereunder.
The action signals stricter regulatory scrutiny of branding and advertising practices in India’s rapidly growing beverage sector and reinforces the authority’s focus on preventing misleading claims in the interest of consumer safety and informed choice.
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