Red Bull Challenges FSSAI Order on ‘Energy’ Label in High Court
What Happened
Red Bull has approached the High Court challenging an order by the Food Safety and Standards Authority of India (FSSAI) that requires it and other beverage makers to remove the term“energy” from drink labels, advertisements and marketing materials. The company argues it was neither issued a show-cause notice nor given an opportunity to present its case before the order was issued. The dispute stems from FSSAI's directive to brands including Red Bull, Sting, Monster and others to stop using the term “energy drink,” citing the absence of a formal regulatory category and concerns that such claims could mislead consumers.
Key Takeaways
The case could have significant implications for India's fast-growing energy drink market, as beverage companies seek to protect branding built around the “energy drink” category while regulators push for stricter labeling standards.