Why India Is Forcing Red Bull, Sting and Monster to Drop ‘Energy Drink’?

— Surya Prakash Josyula

One word…

It has been printed on millions of bottles across India.

Millions of people have bought these drinks after seeing that word.

But now, the central government believes that this single term could mislead consumers.

So, what is wrong with a word that has been on bottles for so many years?

India’s Food Safety and Standards Authority (FSSAI) has now answered that question. It has directed major brands such as Red Bull, Sting, Monster, Hell Energy, and Campa Energy Gold Boost to remove the words “Energy Drink” from their product labels within 90 days.

At first, this may look like a small change in labeling. But the reason given by FSSAI is different. The authority says that there is no official product category called “Energy Drink” under India’s food safety regulations. Because of this, consumers may believe that it is an officially recognized category approved by the government.

That is why FSSAI has objected not only to the words “Energy Drink”, but also to claims such as “Boosts Energy,” “Enhances Focus,” and “Vitalises Body and Mind.” The authority says that such claims could mislead consumers if they are not supported by the required scientific standards and regulations.

FSSAI recently held a meeting with leading beverage companies and made it clear that these label changes are mandatory. The companies have been given 90 days to make the changes. However, the industry says the move could affect brand identity.

Consumers, however, do not need to worry. Drinks like Red Bull, Sting, and Monster are not being banned. The products will remain the same. Only the words printed on the bottles and the way they are marketed will change.

Now, everyone is waiting to see one thing. If the words “Energy Drink” disappear from these bottles, what new term will replace them?