India orders Pepsi, Red Bull, Monster to drop ‘energy drink’ tag

In a significant regulatory step, FSSAI ordered leading beverage makers such as PepsiCo, Red Bull, Monster Beverage, Reliance Consumer Products and Hell Energy to eliminate the phrase “energy drink” from all packaging within 90 days.

The authority explained that the term is not defined in existing food regulations and that promotional messages claiming the product can increase stamina or counteract fatigue are potentially deceptive.

The Indian Beverage Association has written to FSSAI asking for a more consultative approach before implementing such wide‑ranging changes. The industry fears the removal of the label could dilute brand recognition and affect sales in a market projected to reach US$1.6 billion by 2028.