PepsiCo Complies with FSSAI by Removing 'Energy' from Sting Labels
PepsiCo India has made changes to its Sting product line by removing the term 'energy' from its labels. This move comes as a response to the Food Safety and Standards Authority of India's (FSSAI) decision to cease recognizing 'energy drinks' as a category. PepsiCo's action is in line with the 90-day compliance deadline set by the FSSAI.
Other companies in the energy drink sector, such as Red Bull, Reliance Consumer Products, Monster, and Hell, have requested an extension to this compliance deadline, which began on July 1. These companies have approached the government to seek additional time to adjust to the new regulatory requirements.
Distributors across India have started turning down existing stocks of energy drinks, leading to shortages at retail outlets. The Indian Beverage Association, which includes prominent members like Coca-Cola, PepsiCo, and Reliance, has reached out to FSSAI CEO Rajit Punhani to request consultations before enforcement of the new regulations.
PepsiCo had previously signed a significant five-year global sponsorship deal with Formula 1, promoting Sting as the official energy drink of the sport. This deal included rights to trackside advertising and fan zone activations. The company is now reworking its advertising strategies to align with the new label requirements.
The energy drinks market in India is estimated to be worth over ₹13,000 crore, with companies collectively spending about ₹2,000 crore on marketing annually. Despite these changes, PepsiCo India reported an 8% increase in consolidated revenue for 2025, reaching ₹9,798 crore, with a net profit rise of 4.5% to ₹905 crore.
An executive from an energy drinks company mentioned potential losses due to the already printed cans and bottles, and expressed hope for a favorable response from FSSAI regarding their extension request. Gunveena Chadha, secretary general of the Indian Beverage Association, highlighted the lengthy deliberations and stakeholder consultations that preceded the publication of these standards.
