PepsiCo drops ‘energy’ label from Sting packaging ahead of FSSAI deadline

PepsiCo India has started rolling out new Sting cans and PET bottles without the word “energy”, moving ahead of the Food Safety and Standards Authority of India’s (FSSAI) 90-day compliance timeline after the regulator removed “energy drinks” as a recognised product category.

In contrast, other companies operating in the segment, including Red Bull, Reliance Consumer Products, Monster and Hell have approached the government seeking an extension to the compliance deadline that came into effect on July 1, as per reports.

The move comes despite PepsiCo’s significant global investment in Sting’s positioning. Last year, the company entered into a five-year worldwide partnership with Formula 1, making Sting the sport’s official energy drink. The agreement includes television-visible trackside branding, fan zone activations and other marketing rights.

India’s energy drinks market is estimated to be worth more than ₹13,000 crore, with brands together spending around ₹2,000 crore annually on advertising and promotions.

Red Bull has traditionally led the segment, but PepsiCo’s Sting, introduced in 2017 in 250-ml cans priced at ₹50, expanded the category by introducing a ₹20 PET bottle, making the product more accessible and helping it gain market share.

FSSAI has, however, stated that it no longer recognises “energy drinks” as a product category, arguing that claims such as “revitalises body and mind” could mislead consumers.

The regulatory change has also disrupted distribution. Industry executives said distributors across the country have been reluctant to lift existing inventories of products carrying the “energy” label, leading to shortages of several energy drink brands at retail outlets.