Jaipur: The city’s food safety team Wednesday seized around 1.8 lakh cans of imported ‘Hell’ caffeinated beverages from Upper Crust Cuisines and Events Pvt Ltd in Kherwadi for allegedly violating provisions of the Food Safety and Standards Act, 2006.Food Safety and Drug Control commissioner Dr T. Shubhamangala said the seized stock comprised 250-ml cans of the Sri Lanka-imported brand ‘Hell’. The products prominently carried the phrase “energy drink” on the main display panel across different flavours.Officials said such labelling violates directions issued by the Food Safety and Standards Authority of India (FSSAI), which considers the use of the term “energy drink” on caffeinated beverages as misleading promotion.Food safety officers collected samples of all available flavours for testing under the Act before seizing the remaining stock. The dept said the action follows recent notices issued by FSSAI to beverage manufacturers over similar labelling and marketing practices.Officials added that beverages with high caffeine content can pose health risks, particularly for pregnant women, lactating mothers and children, if consumed without adequate caution.The dept said further proceedings will depend on the laboratory test reports and will be initiated in accordance with food safety rules.The seizure is part of an intensified crackdown on caffeinated beverages marketed with claims or descriptions considered misleading under Indian food safety regulations. Authorities said traders and importers must ensure labels comply with FSSAI norms before placing such products in the market to avoid enforcement action and consumer health concerns.
