PepsiCo India has removed the word “energy” from new cans and bottles of its drink Sting, ahead of a 90-day deadline set by the food safety regulator, according to a report by Economic Times.
The Food Safety and Standards Authority of India (FSSAI) has stopped recognising “energy drinks” as a separate category. The regulator has said claims such as “revitalises body and mind” mislead consumers.
A PepsiCo India spokesperson told the publication that the company is ensuring compliance with all applicable regulations.
The label change is also affecting Sting’s marketing campaigns. PepsiCo is modifying advertising linked to its Formula One partnership, under which Sting had been promoted as the sport’s official energy drink. Existing packaging carried the description: “Official Energy Drink of Formula One.” Industry executives told ET that they are revising related promotional material.
The development comes weeks after FSSAI directed beverage manufacturers to stop using the term “energy drink” and similar claims on high-caffeine beverages. The regulator said there are currently no prescribed Indian standards for products marketed under that category and raised concerns that certain marketing claims could mislead consumers.
Other companies in the category, including Red Bull, Monster, Reliance Consumer Products and Hell Energy, have reportedly sought additional time to comply with the requirements, according to industry reports.
The regulatory changes affect a category that has expanded rapidly in recent years. According to a Reuters report, sales of energy beverages in India grew significantly after the launch of Sting in 2017, particularly through lower-priced formats aimed at mass-market consumers.
FSSAI has recently increased scrutiny of product claims across categories. In recent weeks, the regulator has issued notices to beverage companies over energy-drink labelling and taken action against food brands over advertising and packaging claims.
