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FSSAI orders 'Energy Drink' label dropped within 90 days; Delhi HC lets PepsiCo, Monster sell existing stock
FSSAI gave energy drink makers 90 days to drop the "Energy Drink" label after notices issued in June. The Delhi High Court let PepsiCo and Monster Beverages sell existing stock but barred making new products with that description.
The numbers
Figures from NDTV Profit,
| Sugar in 250 ml Red Bull: | 27 g |
|---|---|
| Recommended daily added sugar limit (ICMR-NIN): | 25 g |
| Pack size cited for sugar example: | 250 ml |
Why it matters for the brand
Treat the 90-day window as a hard deadline: sell through existing "Energy Drink" stock, which the Delhi HC allows for PepsiCo and Monster, and don't launch or reorder new SKUs with that label, since the court bars them, while preparing new descriptors and shelf and planogram language.
What to track next
- The next Delhi High Court hearing, and whether the stock-sale allowance or the bar on new labeled products is changed
- An FSSAI circular or clarification naming the permitted replacement descriptor
- New packs from PepsiCo, Monster or Red Bull showing a revised category name before the 90-day deadline
- FSSAI notices or draft rules that cite added sugar against the ICMR-NIN 25 g limit
- Any extension of the 90-day compliance window or fresh notices to other makers
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- PepsiCo and Monster Beverages are likely to keep pursuing their Delhi High Court cases while preparing relabeled packs, so they are covered whichever way the ruling goes.
- Red Bull and other makers still carrying the 'Energy Drink' description may move to a neutral category name before the 90-day window closes, rather than test FSSAI's enforcement.
- FSSAI is likely to extend its scrutiny from the descriptor to added sugar, using the ICMR-NIN 25 g daily limit as its benchmark against products like the 27 g Red Bull.
- Retailers and distributors are likely to run down existing inventory under the court's allowance and hold back new stock that carries the old label.
- Rival and domestic beverage brands may reposition their products under alternative descriptors, or lower-sugar variants, to get ahead of tighter sugar scrutiny.
The source
First seen