Delhi High Court quashes FSSAI order directing Red Bull to drop ‘energy drink’ label
The court said Red Bull had not been given an opportunity to present its views. The ruling overturns the directive on procedural grounds; it does not settle the broader labeling question.
The brand move
Delhi High Court quashed FSSAI’s energy-drink label order on Tuesday, affecting a category expected to be worth $1.6 billion by 2028. The court said Red Bull had not been given an opportunity to present its views.
Also reported by Business Standard (via Wayback) (business-standard.com)
The numbers
- Tuesday
- June
- $1.6 billion by 2028
- under-16s
- April next year
Why it matters for the brand
Red Bull can retain or revisit its ‘energy drink’ label for now, but should prepare for renewed FSSAI proceedings because the court set aside the directive on procedural grounds only.
What to track next
- Any FSSAI notice, hearing schedule, or fresh order concerning Red Bull’s product description.
- Court filings clarifying the scope or implementation of the ruling.
- Changes to Red Bull packaging, advertising, or retailer listings in India.
- FSSAI guidance or enforcement involving ‘energy drink’ claims by other brands.
- Red Bull is likely to review its packaging and marketing language while assessing whether the quashed order leaves any separate compliance obligations.
The counter-case
The ruling is a procedural reset, not a finding that Red Bull is entitled to use the “energy drink” label. FSSAI may be able to issue a fresh directive after giving the company an opportunity to respond, so the label dispute and any business impact remain unresolved.