New Delhi, 03 July (H.S.): The Food Safety and Standards Authority of India (FSSAI) has issued notices to several beverage brands marketing their products as energy drinks, alleging misbranding and misleading claims that violate food safety and labelling regulations.

According to the food regulator, the branding and promotional material of these products contain claims that are not in compliance with the provisions of the Food Safety and Standards Act and the applicable labelling rules. The brands that have received notices include Red Bull Energy Drink, Sting Energy Drink, Monster Energy, Campa Gold Boost, Adrenaline Rush, and Hell Energy.

FSSAI has sought explanations from the companies concerned and directed them to immediately rectify misleading claims and incorrect branding. The regulator has also raised serious objections to the marketing, labelling and promotional practices adopted by these companies.

In its notice, FSSAI stated that there is no officially recognised food category called energy drink under India's food regulatory framework. It further clarified that the use of the term is not recognised as a standard food classification under existing regulations.

The regulator also reiterated that, under the Food Safety and Standards Act, 2006, food and beverage products are prohibited from making unauthorised therapeutic or functional claims. These include claims suggesting that a product can refresh the mind and body, improve focus, boost energy levels, or relieve general weakness, unless specifically permitted under the applicable regulatory framework.

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Hindusthan Samachar / Jun Sarkar