What's in a name? Why FSSAI has called out Red Bull, Sting makers for ‘energy drink’ branding

The Food Safety and Standards Authority of India (FSSAI) has asked manufacturers of beverages, including popular brands such as Red Bull and Sting, to refrain from using the term "energy drink" on product labels unless the products comply with the regulator's prescribed standards.

The directive is part of the food regulator's efforts to ensure that product descriptions accurately reflect the category under which they are approved and marketed. According to FSSAI, the use of the term "energy drink" may mislead consumers if the beverage does not meet the specifications laid down under India's food safety regulations. (hindustantimes.com)

Why has FSSAI objected?

The issue stems from the distinction between "energy drinks" and "caffeinated beverages" under the Food Safety and Standards (Food Products Standards and Food Additives) Regulations.

FSSAI has clarified that products containing caffeine are not automatically classified as energy drinks. Instead, beverages must satisfy specific compositional and labelling requirements to be marketed under that category. Products that do not meet these criteria should instead be labelled according to their approved classification, such as "caffeinated beverage."

Officials believe incorrect terminology could create confusion among consumers regarding a product's nutritional profile, intended use and regulatory status.

Which companies are affected?

The regulator's communication reportedly covers leading beverage brands, including Red Bull and Sting, whose manufacturers have been asked to review the branding of their products in line with FSSAI norms.

While the directive has drawn attention because of these well-known brands, it applies broadly to manufacturers marketing beverages under the "energy drink" label without meeting the prescribed standards.

What is the difference?

Under FSSAI regulations:

• Energy drinks are defined under specific food standards with prescribed ingredients, composition and labelling norms.

• Caffeinated beverages are drinks that contain added caffeine but may not qualify as energy drinks under the regulatory definition.

• Companies must ensure their packaging and advertisements accurately describe the product category approved by the regulator.

The distinction is important because consumers often associate "energy drinks" with specific functional ingredients and health claims, making accurate labelling a key aspect of consumer protection.

What happens next?

FSSAI has instructed companies to align product labels with regulatory requirements. Manufacturers may need to revise packaging, branding and marketing material if their products do not meet the criteria for being sold as energy drinks.

The regulator has not banned the sale of these beverages. Instead, the focus is on ensuring compliance with food-labelling regulations and preventing potentially misleading product descriptions.

The latest move reflects FSSAI's broader push towards stricter enforcement of labelling norms across packaged foods and beverages. Over the years, the regulator has introduced several measures aimed at improving transparency so that consumers can make informed purchasing decisions.

Industry experts say the clarification is unlikely to affect the availability of popular caffeinated drinks in the market. However, it could lead to changes in product packaging and advertising as manufacturers work to comply with the updated regulatory guidance.