According to The Economic Times, PepsiCo India has removed the word “energy” from its Sting cans and bottles to comply with a Food Safety and Standards Authority of India (FSSAI) guideline that no longer recognises “energy drinks” as a separate category.
The action came ahead of the regulator’s 90-day compliance deadline, which began on July 1. A spokesman for PepsiCo told ET that the company is “ensuring full compliance with all applicable regulations.”
According to the article, new Sting packaging sans the phrase “energy” is already in production, with fresh stock anticipated to reach shops soon. The parent firm is also reviewing Sting’s advertising, particularly ads associated with its Formula One sponsorship.
Last year, the business inked a five-year worldwide Formula One sponsorship agreement that touted Sting as the sport’s official energy drink. Existing cans include the designation “official energy drink of Formula One.” An industry expert informed the magazine that advertising related to the collaboration is being redesigned.
Other businesses, including Red Bull, Reliance Consumer Products, Monster, and Hell, have requested further time from the government to meet the July 1 deadline, according to industry officials cited in the media article.
The energy drink business is projected to be worth more than Rs 13,000 crore, with firms spending over Rs 2,000 crore each year on marketing.
The FSSAI has said that it does not recognise “energy drinks” as a category and has expressed worry over statements such as “revitalises body and mind,” which it believes are potentially deceptive.
Previously, wholesalers refused to accept new supply of current energy-drink inventories, causing shortages of numerous brands at retail locations.
The Indian Beverage Association, whose members include PepsiCo, Coca-Cola, and Reliance, has requested talks with the FSSAI before enforcement. The group has also asked for an extension to include previously printed packaging materials.
Earlier in July, the agency issued notifications to six beverage businesses for promoting and labeling their goods as “energy drinks,” alleging misbranding and deceptive statements.
The notifications were sent to Red Bull Energy Drink, PepsiCo India’s Adrenaline Rush Energy Drink, Reliance Consumer Products’ Campa Energy Drink – Gold Boost, Sting Energy Drink, Hell Energy Drink, and the Coca-Cola-backed Monster Energy.
The items, according to the notice, were sold with branding and packaging that used phrases like “energy drink” despite the lack of a recognized product standard.
