PepsiCo Removes ‘Energy’ From Sting Labels Ahead of FSSAI Deadline
PepsiCo India has removed the word “energy” from Sting labels ahead of FSSAI’s deadline banning the use of “energy drink” on packaging.
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PepsiCo India has started removing the word “energy” from Sting cans and bottles ahead of a deadline set by the Food Safety and Standards Authority of India (FSSAI) for beverage companies to stop using the term “energy drink” on product labels.
The move comes after the FSSAI decided to do away with the classification of energy drinks as a separate category of products under its regulations. Companies have until July 1 plus 90 days to comply with the new labelling rules.
According to a report, new Sting packaging is already being produced without the word “energy.” Updated packs won’t be available on retail shelves until existing inventory is exhausted.
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Label Changes:
A PepsiCo India spokesperson told the publication: “We are following all applicable regulations.”
The label change is also affecting Sting’s marketing campaigns. PepsiCo is said to be changing advertisements connected with its Formula One partnership, where Sting had been advertised as the sport's official energy drink. The existing packaging still bore the legend “Official Energy Drink of Formula One.” Related promotional material is also being updated.
The development comes weeks after the FSSAI had asked beverage makers to stop using the phrase “energy drink” and similar claims on high-caffeine beverages. There are currently no prescribed Indian standards for products sold under that category, the regulator said, adding it had concerns that such claims could mislead consumers.
Other players in the segment including Red Bull, Monster, Reliance Consumer Products and Hell Energy have reportedly sought more time to comply with the new requirements.
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Category Impact:
The regulatory changes impact a category that has seen rapid growth in India in recent years. Sales of energy drinks surged after the introduction of Sting in 2017, aided by cheaper products targeting the mass-market consumer, Reuters said.
FSSAI has also stepped up scrutiny of product claims across categories in recent weeks, issuing notices to beverage companies over energy-drink labelling and taking action against food brands over advertising and packaging claims.
