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Beverage cos in a tizzy as ‘energy’ deadline looms

By Sohail Khan 29 September 2026, 12:27 am

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Business News›Industry›Cons. Products›FMCG›FSSAI rules put beverage makers in a tizzy as ‘energy’ deadline looms

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FSSAI rules put beverage makers in a tizzy as ‘energy’ deadline looms
Synopsis

Red Bull has approached the Delhi High Court to dispute FSSAI's ban on energy drink labeling. The company argues that due process was not followed in the ban's implementation. Reliance has introduced Campa Xtra without the term 'energy' amid the new regulations. Industry executives express concerns about the impact on major energy drink brands in India. The energy drink market is significant, valued at approximately ₹9,500 crore in recent years.

Red Bull, Campa, Monster and other beverage cos get notices over 'energy drink' claims — Red Bull has approached the Delhi High Court to dispute FSSAI's ban on energy drink labeling

New Delhi: Red Bull on Monday approached the Delhi High Court challenging the Food Safety & Standards Authority of India's (FSSAI) ban on labelling its products as 'energy' drinks.

In response to FSSAI's 90-day deadline that runs through September 30, Reliance has introduced Campa Xtra with the same formulation without featuring the term 'energy'. Red Bull, the world's largest energy drink, told the court that FSSAI didn't issue a show-cause notice or give any hearing before passing the order. The court asked the food safety regulator to respond by Tuesday.

Also Read: FSSAI crackdown on energy drink brands; issues notices to 6 firms including Red Bull, Pepsico

Meanwhile, Red Bull products continued to be sold in stores and on online platforms till late Monday. Red Bull, FSSAI and Reliance Consumer didn't respond to ET's queries. PepsiCo, which dropped term 'energy' from its Sting drink last month, is in process of withdrawing existing stocks from the market, industry executives said.

ET Bureau

Beverage makers 'On Alert'

"FSSAI has made a U-turn on its own regulatory position," said a senior executive at one of the affected companies. "In year 2024, it had itself allowed energy drinks as permissible for products licensed under the relevant categories."

"Our new year cans printed with the energy drinks label are ready; we are still hopeful of more time for the change, as it requires close to a year to transition to new labels since there are millions of packs in the market," said another company executive. Red Bull is the only company to seek legal recourse over the matter.

The Indian Beverage Association (IBA), whose members include PepsiCo, Reliance and Red Bull, has yet to take a legal stance on the development.

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