FSSAI notices Red Bull, PepsiCo, Campa over illegal 'energy drink' labels
Synopsis
India's food safety regulator has put the country's biggest energy drink brands on notice — Red Bull, Monster, PepsiCo's Sting and Adrenaline Rush, Hell Energy, and Campa — for using the term 'energy drink' and making functional claims that have no legal standing under Indian food law. With no notified standard for the category, the entire segment's labelling practices are now under scrutiny.
Key Takeaways
FSSAI issued notices on 2 July to Red Bull Energy Drink , Hell Energy , Campa Energy Drink , Monster Energy , Adrenaline Rush , and Sting (both PepsiCo India ).
No standard for 'energy drinks' has been notified under the Food Safety and Standards Act, 2006 .
Claims such as 'boost energy levels', 'enhancing focus', and 'vitalises body and mind' are not permissible under existing food safety regulations.
The Food Category System under the 2011 Regulations cannot legally be used for product naming or labelling, FSSAI clarified.
This action follows similar notices issued to food business operators in June 2025 , signalling a broader regulatory crackdown.
The Food Safety and Standards Authority of India (FSSAI) has issued notices to six major beverage brands — including Red Bull Energy Drink, Monster Energy, PepsiCo India Holdings Private Limited's Adrenaline Rush and Sting, Hell Energy (Hell Energy Private Limited), and Campa Energy Drink — over alleged misbranding and labelling violations on 2 July. The regulator has flagged the use of the term 'energy drink' and functional claims on product labels, stating that no standard for such products has been notified under Indian food safety law.
The Regulatory Basis
According to FSSAI, no standard for energy drinks or similar products exists under the Food Safety and Standards Act, 2006, or the rules and regulations framed under it. The regulator also clarified that 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 — a provision that several brands appear to have relied upon to position their products.
What Claims Are Under Scrutiny
FSSAI has specifically called out functional and therapeutic claims printed on product packaging. Phrases such as 'boost energy levels', 'enhancing focus', 'vitalises body and mind', 'stimulates mind', 'energises body', and 'aid in general weakness' are not permissible for food products under existing regulations, the authority stated. The brands are alleged to have marketed and labelled their products using both the 'energy drink' descriptor and these unpermitted claims simultaneously.
Part of a Wider Crackdown
The notices are part of FSSAI's ongoing drive to curb misbranding and misleading claims across the food and beverage sector. Notably, as recently as June 2025, the regulator had issued similar notices to several food business operators (FBOs) for alleged violations related to misleading product claims, branding, and labelling practices, directing them to take corrective measures. This latest action suggests the crackdown is being extended from smaller FBOs to major multinational and domestic beverage brands.
What Happens Next
The brands named in the notices will be expected to respond to FSSAI and demonstrate compliance or face further regulatory action. The regulator has not yet publicly indicated deadlines for compliance or the penalties that could follow. Industry observers note that if FSSAI moves to formalise a standard for energy drinks, it could reshape how the fast-growing category — which includes several high-value imported and domestic brands — is marketed across India.
Point of View
Yet brands have freely used the 'energy drink' descriptor and therapeutic-adjacent claims to build multi-crore marketing identities. The regulator's move is overdue, but the absence of a notified standard is itself a failure of regulatory foresight — one that allowed this ambiguity to persist while the market grew. The real question now is whether FSSAI will fast-track a formal standard for the category or simply use enforcement action as a substitute for clear rules. Without a notified standard, even a compliant brand has no clear benchmark to meet.
NationPress
2 Jul 2026
Frequently Asked Questions
Why has FSSAI issued notices to energy drink brands?
FSSAI issued notices to brands including Red Bull, Monster Energy, PepsiCo India's Sting and Adrenaline Rush, Hell Energy, and Campa Energy Drink for alleged misbranding and labelling violations. The regulator states that no standard for 'energy drinks' exists under the Food Safety and Standards Act, 2006, making the use of that term and associated functional claims on labels impermissible.
Which brands received FSSAI notices over energy drink labelling?
The six brands served notices are Red Bull Energy Drink, Hell Energy (Hell Energy Private Limited), Campa Energy Drink, Monster Energy, and PepsiCo India Holdings Private Limited's Adrenaline Rush and Sting.
What claims on energy drink labels does FSSAI consider illegal?
FSSAI has flagged functional and therapeutic claims such as 'boost energy levels', 'enhancing focus', 'vitalises body and mind', 'stimulates mind', 'energises body', and 'aid in general weakness' as not permissible for food products under existing regulations.
Is there a legal standard for energy drinks in India?
No. FSSAI has confirmed that no standard for energy drinks or similar products has been notified under the Food Safety and Standards Act, 2006, or its associated rules and regulations. The Food Category System under the 2011 Regulations is also not intended for product naming or labelling.
What action could brands face after receiving FSSAI notices?
Brands are expected to respond to FSSAI and demonstrate label compliance. While specific deadlines and penalties have not been publicly stated, non-compliance with FSSAI directives under the Food Safety and Standards Act can attract fines and product recalls. A formal standard for the energy drink category may also be forthcoming.
