Regulator rebuffs industry appeal for a one-year extension, directing PepsiCo, Red Bull, Monster and others to remove the term from high-caffeine beverage packaging

New Delhi, India — The Food Safety and Standards Authority of India (FSSAI) has declined to extend the 90-day compliance window it gave beverage manufacturers to remove the term “energy drink,” and similar descriptions, from high-caffeine product labels. The decision keeps major players — including PepsiCo, Red Bull and Monster — on a tight timeline to overhaul their packaging.

Background

FSSAI issued the original directive in July 2026, instructing companies to stop using “energy drink” or comparable terminology on applicable products. The regulator’s position rests on a straightforward premise: India has no notified food standard that defines “energy drink” as a distinct category, and using the term in its absence risks misleading consumers — a violation under existing food safety regulations.

Industry Pushback, Regulator Holds Line

Beverage manufacturers lobbied for relief, with industry representatives requesting up to a full year to comply, citing existing inventory, imported stock already in the supply chain, and the lead time needed to redesign packaging at scale. FSSAI rejected the request and reaffirmed the original 90-day deadline.

The pressure to comply has intensified further at the state level, where authorities in several states have already begun enforcement action against products still carrying the disputed labelling.

A Fast-Growing Market Under Scrutiny

The regulatory action lands against the backdrop of a booming category. According to Reuters, India’s energy-drink market is growing faster than those of the United States and China, with the sector projected to reach approximately US$1.6 billion by 2028. That growth trajectory raises the stakes for manufacturers now required to revisit branding across a category expanding faster than almost anywhere else in the world.

Industry Response Already Underway

Some companies are moving ahead of the deadline. PepsiCo India has already dropped the word “energy” from the packaging of its Sting beverage, signaling early compliance. Other manufacturers are reported to be reviewing their own packaging and branding strategies to align with FSSAI’s requirements before enforcement escalates further.

Regulatory Context

The directive fits within FSSAI’s broader mandate on food labelling, advertising claims and consumer protection, governed by the Food Safety and Standards (Labelling and Display) Regulations, 2020 and the Food Safety and Standards (Advertising and Claims) Regulations, 2018 — both of which require food and beverage information presented to consumers to be accurate and non-misleading.

About FSSAI

The Food Safety and Standards Authority of India (FSSAI) is the national regulatory body responsible for setting and enforcing food safety standards in India, protecting public health through the regulation of food manufacturing, labelling, distribution and sale.