FSSAI directs immediate removal of fruit-based beverages sold under ORS brand

The Food Safety and Standards Authority of India (FSSAI) has directed states and union territories to remove fruit-based beverages, ready-to-serve drinks, electrolyte drinks, and energy drinks that are being sold under product or brand names containing the term 'ORS' (oral rehydration solution), according to sources.

This follows FSSAI’s October directive asking all food business operators to immediately stop using the word 'ORS' on labels and in advertisements, calling the practice misleading for consumers.

Earlier, The CapTable reported on the issue, highlighting the broader context on how for years, consumer brands have used 'ORS' as a marketing hook to position sugary beverages as hydration products, blurring the line between packaged drinks and the medically approved ORS formula.

The FSSAI’s recent actions seek to reclaim the term and prevent misuse that could mislead consumers about the health benefits of such products.

In its November 19 letter, the regulator said these deceptively named products continue to be sold across retail stores and ecommerce platforms despite the earlier order. It instructed food commissioners to ensure the “immediate removal” of such products from the market.

In its October 14 order, FSSAI clarified that using the term 'ORS', even with a prefix or suffix, for any food or drink violates the Food Safety and Standards Act, 2006, as ORS is a medically defined formulation.

The latest directive also withdraws FSSAI’s earlier relaxations issued in July 2022 and February 2024, which had allowed companies to use the term with a mandatory disclaimer stating that the product is not the WHO-recommended ORS formula.

(With inputs from PTI)