Drinks can no longer be labeled 'Energy Drink'!: Why the ban?

New Delhi: The Food Safety and Standards Authority of India (FSSAI) has directed beverage brands to stop using the 'Energy Drink' label on their products, according to sources. As a result, companies including Pepsi (Sting), Red Bull, Monster Beverage, and Reliance are facing trouble.

"These drinks contain high amounts of caffeine, sugar, and taurine. However, beverage companies are promoting them in a way that suggests consuming them provides instant energy or invigorates the body and mind," the authority recently remarked with anger. Furthermore, it recently stated on social media that it had issued notices to beverage companies, warning them to cease making such misleading claims that deceive consumers.

Sources said that companies selling products under the 'energy drink' label have expressed fears of financial losses due to this regulation. However, rejecting the opposition from beverage firms and their arguments regarding industry losses, the authority has reportedly given them 90 days to change their labeling. It has also advised that the decision can be challenged in court if necessary.

This directive comes at a time when India's energy drink market is expected to reach a value of Rs 15,350 crore by 2028. Directives have reportedly reached various companies, including Pepsi (Sting), Red Bull, Monster Beverage, and Reliance. However, no official responses have been received from any of these firms yet. Several countries have already implemented similar regulations.

Why the ban?

• High levels of caffeine, sugar, and taurine detected in such beverages

• Deceiving consumers with claims of providing instant energy and vitality

• Preventing youth from becoming addicted to these drinks

• 90-day deadline imposed on companies to remove the label

• Heavy opposition from the industry against the government's move