FSSAI gives beverage brands 90 days to drop ‘energy drink’ labels
FSSAI has reportedly allowed about 90 days for caffeinated-beverage makers to remove “energy drink” descriptors from packaging. The industry says the transition could affect retail inventory, distribution and packaging costs; a formal order is awaited.
What happened
FSSAI has reportedly given beverage companies about 90 days to remove “energy drinks” descriptors from labels of caffeinated beverages. Industry warns the
Key facts
- 90 days
- three months
Why this matters
Any transaction involving caffeinated-beverage brands should diligence label-compliance liabilities, obsolete-packaging costs and the durability of demand if ‘energy drink’ positioning must be removed.
What to watch
- Publication of the formal FSSAI order, including covered products, effective date and exact prohibited descriptors.
- Whether existing packaged inventory can be sold through, stickered over or must be recalled/reworked.
- Clarification on imported stock, e-commerce listings, advertising and in-store promotional materials.
- Enforcement guidance from state food-safety authorities and early retailer compliance demands.
- Packaging supplier lead times, label-material availability and reported distributor inventory disruption.
- Any parallel FSSAI action on caffeine limits, warning statements, youth-oriented marketing or health/performance claims.
- Freeze further production of packaging carrying the 'energy drink' descriptor until the formal order and scope are clear.
- Prepare replacement front-of-pack, shelf-ready packaging, marketplace listings, point-of-sale material and distributor catalogs using compliant category language.
- Map inventory by manufacturing date, channel and geography; negotiate retailer sell-through, returns and relabeling protocols.
- Prioritize high-velocity SKUs for new-pack conversion and build contingency stock where packaging lead times are long.
- Audit caffeine, nutrition, warning and performance-related claims for potential follow-on regulatory scrutiny.
- Shift brand messaging toward taste, refreshment, hydration or approved functional positioning rather than energy-led claims.