FSDA chops wings of Red Bull in Meerut; Finds its sample 'unsafe'

FSSAI instructs ecommerce firms to refrain from labeling dairy, cereal, or malt-based beverages as 'health' or 'energy' drinks, citing lack of legal definition for 'health drink' and specific categorization of 'energy drink' under food laws.

FSSAI has cautioned all e-commerce Food Business Operators (FBOs) that the incorrect labeling could potentially mislead consumers.

Consequently, the authority has urged prompt rectification of this misclassification by either removing or unlinking such beverages from the 'Health Drinks / Energy Drinks' category, as stated in their official statement.

FSSAI has clarified that the term 'Health Drink' lacks a defined or standardized definition within the FSS Act 2006 or its accompanying rules and regulations that oversee the food industry.

The term 'Energy' Drinks is authorized solely for use on products like flavored drinks, whether carbonated or non-carbonated, based on water.
 

Radiohead Brands is a rapidly expanding premium beverage startup, has made a move by entering the rapidly expanding market of "Energy Drinks" through the introduction of Hustle Drink.

Hustle Energy Drink will debut in a sole traditional flavor, offered at a rate of Rs 60 for a 250 ml high-quality can.

Drink is currently produced in Dubai, the product has identical composition, impact, and flavor to top global energy drink brands retailing at over Rs 110.

During the launch's initial stage, Hustle Energy Drink can be found at prominent retail stores in the top 8 metropolitan cities.

Radiohead Brands' energy drink is poised for direct competition with Red Bull and Monster, yet it is priced lower, ranging from Rs 110 to Rs 125, in contrast to Hustle Energy Drink.

“We have already established ourselves as the market leader in the new Mixers Space with our first brand Jimmy’s. With Hustle now we intend to expand our distribution footprint to get a foothold in one of India’s fastest growing beverage category.” said Ankur Bhatia, CEO Radiohead Brands.

As per Euromonitor International, a research firm, the energy drinks sector expanded by 12.6% in overall value from 2021 to 2022, reaching Rs 16,488.6 million last year.

This surge marked an approximate 35% leap from the figures seen in 2020. Regarding quantities sold, it measured around 33.5 million liters compared to 30.4 million liters in 2021 and 26 million liters in 2020.

 A significant catalyst for this growth is the integration of the category by major cola companies, emphasizing PET bottle packaging and more accessible pricing, bringing the category to the forefront.

Jimmy's Cocktails emerged as a frontrunner in its category, generating Rs 34 crore in Net Revenue during FY2023.

Recently, the company secured Rs 11 crore in funding during a Pre Series A round, spearheaded by Prath Ventures and backed by prominent investors such as Vijay Shekhar Sharma from Paytm.

Radiohead Brands is strategically crafting an array of contemporary beverages priced between Rs 50 to Rs 100, aiming to establish itself as a Rs 1000 crore enterprise within this decade.

Domino's Australia has recently unveiled an exciting collaboration with Red Bull, aiming to provide an energizing boost to pizza enthusiasts nationwide.

Expressing enthusiasm, Domino's ANZ CEO Josh Kilimnik has announced the introduction of Red Bull in all of their 760+ stores across Australia.

This move comes after the successful implementation of the partnership in international markets, marking the first-time availability of Red Bull in Domino's outlets nationwide.

Miles Wilson, the managing director of Red Bull Australia, expressed excitement about providing an energy boost to Domino's customers throughout the country.

He highlighted the opportunity to reach more Australians and emphasized the synergy between the two market-leading brands. Wilson noted that Red Bull, being the top-selling beverage item in convenience stores in Australia, found it fitting to unite with Domino's in an enjoyable and thrilling manner.

To commence their collaboration, Domino's is hosting a contest offering a chance for 10 fortunate individuals to win an exclusive house party catered by Domino's and Red Bull.

Among the prizes, two major winners will enjoy a grand package worth over $5,000, including a variety of Red Bull beverages, a professional DJ, and a generous supply of freshly-made pizzas for themselves and their friends.

Additionally, eight other winners will receive a prize valued at over $450, consisting of a supply of Domino's pizza and Red Bull to create their own exciting house party with their friends.

WOX Energy Drinks, a  global energy drink brand, has announced that its Classic Edition energy drink generated INR 10 crore in gross revenue within a single quarter of its launch in India.

''We are pleased by the incredible response that our Classic Edition energy drink has received across India. We will remain committed to providing the best products and services to our customers and are grateful for their persistent support towards our brand,'' said Ajay Arora, COO, WOX.

BCS Globals, the parent company of WOX Energy Drinks, offers a diverse range of energy drinks, including Absolute Black, BCAA, and Zero Edition.

The brand has established a unique position in over 10 countries worldwide, consistently delivering high-quality products that meet rigorous global standards.

BCS Globals' team has reported that the global energy drink market is currently valued at a substantial $8 billion, experiencing a steady Compound Annual Growth Rate (CAGR) of 7%.

Customers can now find the Classic Edition of WOX Energy Drinks at nearby stores throughout India.
 

The energy drink brand, WOX is set to unveil its first refreshing energy beverages in India, Classic Edition. 

WOX is a brand by BCS Globals, a player in the Food & Beverage segment and is recognized for its quality standards across more than 10 countries.

''With the summer season just around the corner, we understand the importance of staying cool and energised, especially in India's hot climate. Our unique blend of flavors and energy-boosting properties deliver the perfect solution for anyone looking for a blend of instant energy punch and a refreshing flavour. “said Ajay Arora, Chief Operating Officer, WOX Energy Drink

The Classic Black energy drink has a vibrant golden yellow hue and provides a quick and revitalizing boost, making it an excellent choice for various events such as parties, sports gatherings, and outdoor activities like hiking, swimming, and cycling.

The drink has been developed in compliance with strict global standards, ensuring it meets high-quality and taste expectations.

Team BCS global possesses an in-depth understanding of global Food & Beverage manufacturing technologies has unveiled globally acclaimed energy drinks in its avant-garde manufacturing units.

According to Team BCS Globals, the global energy drink market stands at $8 billion and is growing at a Compound Annual Growth Rate(CAGR) of 7 percent.

The product is priced at Rs. 60 and will be available at nearest mom-and-pop store.

UAE-based food & beverage company, BCS Globals, launches WOX and plans to introduce a diversified product portfolio.

WOX is the emerging Energy Drink brand that has successfully captured its strong foothold in 10+ countries worldwide.

“We are entering into the market with an aggressive expansion plan in place. With our unique product range, we expect to expand the consumption growth of Energy Drink products across nooks and corners of the country.” said Sheeba Chaudhary, Chief Market Officer, WOX Energy Drink

The brand introduced an exclusive product line of energy drinks with its 4 exclusive variants namely, Classic, Absolute Black, BCAA, and Zero Edition.

While targeting the price-sensitive market of India with the focus on promoting the category altogether across tier-1, 2, and 3 cities, the brand is targeting a lucrative pricing strategy that is set to extend tough competition to rivals and other local players existing in the market.

The company aims to capture a double-digit market share in the next two years.

 Brand is set to capitalize on an extensive Omni-channel retail and distribution model that includes its offline retail presence across mom-and-pop stores, local departmental stores, supermarkets, and hypermarkets and online presence and across other e-commerce channels.

The Coca-Cola Company will soon launch Coca-Cola Energy in the US, bringing new fans into the energy drink category. This move is in line with Coke’s efforts to deliver more beverage options that meet changing preferences, lifestyles and tastes.

The company will be offering Coca-Cola Energy; Coca-Cola Energy Cherry, a flavour available exclusively in the US; and its zero-calorie counterparts in 12oz sleek cans as of January 2020.

Earlier this year, Coca-Cola Energy was launched in Spain and Hungary. Currently, the energy drink is available in 25 countries including Great Britain, Ireland, Spain, Germany, Holland, Norway, Sweden, France, Belgium, Romania, Hungary and Australia.

Janki Gambhir, Coca-Cola trademark innovation brand director, said, “As a total beverage company, we’re constantly looking for ways to evolve our portfolio and bring people the drinks they want – in a range of categories and package options.”

“Coca-Cola Energy was developed by listening to people who told us they wanted an energy drink that tastes more like Coca-Cola than a traditional energy drink,” Gambhir further stated.

Want to invest in a beverage franchise? Visit Franchise India 2019, Asia’s Biggest Franchise & Retail Show, and give wings to your entrepreneurial dreams.

Food Safety and Standards Authority of India has decided to review caffeine standards in caffeinated and energy drinks and is looking for an agency to study the consumption pattern in the country, reported PTI.

Caffeinated and energy drinks are non-alcoholic beverages containing caffeine, guarana, glucuronolactone, taurine, ginseng, inositol, carnitinea, B-vitamins among others as main ingredients that act as stimulants.

"Consumption of caffeinated and energy drinks in India has shown an upward trend during the past decade. The FSSAI intends to review the caffeine standards after a detailed study on the consumption pattern of these drinks among the young people in the country," said a senior FSSAI official.

The food safety watchdog will review the intake of caffeine and other ingredients in these drinks after conducting a detailed study, the official said.

The FSSAI has invited expressions of interest (EoI) for appointment of a suitable agency to conduct the study on the consumption pattern of caffeinated and energy drinks in India, he said.

The EoIs need to be submitted along with technical and financial bids by July 30. The bids will be valid for three months from the date of submission.

The successful bidder, to be selected by August 25, is required to complete the proposed study and submit the report by November 30, this year, the official added.

As per the draft standards notified by FSSAI, caffeinated beverages are classified as water-based non-alcoholic flavoured drinks and should contain not less than 145 mg per litre and not more than 320 mg per litre total caffeine from whatever sources it may be derived in the formulation of the product.

The FSSAI lays down science-based standards for food items and regulates their manufacturing, storage, distribution, sale and import to ensure the availability of safe food for human consumption.

The Gujarat Food and Drugs Control Administration (FDCA) has conducted a statewide search and seizure operation, after a Gandhidham-based beverage manufacturer was found to be selling an "energy drink" with a considerable amount of alcohol in it, said an FDCA official to PTI.

"The manufacturer of the beverage called 'U-Star' claimed it is an energy drink and sold it at Rs 100 per bottle. Recently, we came to know that it contained a considerable amount of alcohol, which is not permissible," said HG Koshia, Commissioner, Gujarat FDCA.

The drink was mainly sold at paan shops. However, the food and drug team has raided several parts of Saurashtra and Northern Gujarat region, such as Morbi and Mehsana, to seize several bottles of the drink.

"One can easily smell alcohol in the drink. To verify the contents of the drink, we have sent its samples for laboratory tests," added Koshia.

Since a primary investigation established that the drink contained alcohol, FDCA officials also raided the manufacturing facility of 'U-Star' at Gandhidham in Kutch.

"It is a small company with a plant in Gandhidham. When we raided the premises, we learnt that the owner had already shut the plant a few days ago and gone underground. We will approach the Home Department and the police to book the culprits under relevant sections of the law," added the commissioner.

According to the officials, they checked the labels on U-Star bottles and found a registration number provided by the Food Safety and Standards Authority of India (FSSAI), which meant that the manufacturer got a clearance certificate from the central authority.

"However, we are doubtful about the claim made by the manufacturer has received FSSAI clearance. Though the labels carry the FSSAI number on it, we will cross check it with the central authority, since we doubt that it could be fake," added Koshia.