Celsius Holdings

Celsius Holdings, Inc.
FormerlyVector Ventures, Inc.
Company typePublic
ISINUS15118V2079
IndustryBeverage
Founded2004 (2004)
HeadquartersBoca Raton, Florida, U.S.
Key people
John Fieldly
(President & CEO)
Revenue US$1.32 billion (2023)
US$233 million (2023)
US$227 million (2023)
Total assets US$1.54 billion (2023)
Number of employees
765 (2023)
Websitecelsius.com
Footnotes / references
[1][2][3]

Celsius Holdings, Inc. is an American company that produces a range of fitness and energy drinks under the brand name Celsius. The company's products are marketed as healthy, to which the CEO attributes the brand's success.[4][5]

History

The Celsius beverage concept and trademark was created by Greg Horn in 2003 and later licensed to Elite FX; a company was later founded in 2004 by Molly Kate Roberts, Lucy Kate Gaunt, Caroline Rueff, Irina Lorenzi, and Steve Haley.[6] In 2009, the company launched the first energy drink in Sweden and ended with a revenue of 5.86 million.[7] By 2012, the company had a market capitalization of approximately $5 million. Five years later, in 2017, Celsius was listed on the NASDAQ.[8] By the end of that year, Celsius Holdings had an annual revenue of almost $36  million.[9]

In 2022, Celsius CEO John Fieldly told GQ roughly 95% of stores around the country are stocked with Celsius, due to the $550 million investment made by PepsiCo.

As of August 2024, Celsius held an 11% market share of the $19 billion energy drink industry, generating over $1.3 billion in revenue and a market capitalization of roughly $9 billion. The company's success is attributed to its alignment with current consumer preferences, such as increased caffeine content, appeal to health-conscious consumers, and a focus on fruit-flavored products rather than chemically-tasting alternatives.[10]

In February 2025, Celsius Holdings announced plans to acquire Alani Nutrition LLC (Alani Nu) for $1.8 billion in a cash and stock deal. Founded in 2018, Alani Nu is a female-focused health and wellness brand offering functional beverages and products. This acquisition aims to create a leading better-for-you functional lifestyle platform, combining two rapidly growing energy drink brands to capitalize on the increasing consumer demand for zero-sugar alternatives.[11]

On March 3, 2025, Celsius Holdings announced that Eric Hanson would be appointed as President and Chief Operating Officer, effective March 24, 2025.[12]

Products

Product lines

Celsius has different product lines that contain different caffeine levels.[4]

Current Product Lines (all values are per one 12 oz can)
Product name Caffeine Calories Carbs
Celsius Live Fit 200 mg 10 kcal 0 g
Celsius Essentials 270 mg 10 kcal 0 g
Celsius On-The-Go 200 mg 10 kcal 1 g
Discontinued Product Lines (all values are per one 12 oz can)
Product name Caffeine Calories Carbs
Celsius BCAA+ Energy 100 mg 15 kcal 2 g
Celsius Heat 300 mg 10 kcal 10 g
Celsius with Stevia 200 mg 10 kcal 10 g

Composition

Celsius Energy Drink
Nutritional value per 12 fl. oz (355 mL)
Energy10 kcal (42 kJ)
0 mg
0 mg
0 mg
Vitamins and minerals
VitaminsQuantity
%DV†
Riboflavin (B2)
131%
1.7 mg
Niacin (B3)
125%
20 mg
Pantothenic acid (B5)
200%
10 mg
Vitamin B6
0%
2 μg
Vitamin B12
250%
6 μg
Vitamin C
67%
60 mg
MineralsQuantity
%DV†
Calcium
4%
50 mg
Sodium
0%
5 mg
Other constituentsQuantity
Caffeine200 mg
†Percentages estimated using US recommendations for adults.[13]

Ingredients

Celsius contains green tea extract, which contains an antioxidant known as epigallocatechin gallate (EGCG). Guarana seed extract further increases caffeine content. Ginger root is used as both a flavoring agent and for anti-inflammatory effects.[14]

Caffeine

Celsius contains 200 mg – 270 mg of caffeine, depending on the product line and size of the can.[14]

Partnerships and sponsorships

Major investments

Carl DeSantis was an early investor in Celsius Holdings. DeSantis invested throughout the company's development because the product line interested him. In 2010, he agreed to extend a $3 million dollar credit line for an advertising campaign to promote Celsius's new products, but the money did not create the outcome expected. As a stakeholder, he provided advice to the Celsius team and assisted with leadership changes in 2012 when the company was not meeting the expected business goals. DeSantis died having earned $1.2 billion dollars from a 31% stake in Celsius Holdings.[15]

PepsiCo invested $550 million in Celsius Holdings,[16] an 8.5% minority stake.[17]

Marketing in colleges

Celsius Holdings partnered with Learfield, a collegiate sports marketing company, to form partnerships with college students.[18] In 2023, the brand began partnering with college football quarterbacks Bo Nix (University of Oregon) and Michael Penix Jr. (University of Washington).[18]

In January 2024, Celsius began partnering with college basketball basketball players JuJu Watkins, Jared McCain, Cody Williams, and Kwame Evans Jr..[19]

"Celsius University" was created in 2022 as a student ambassador program, paying students to promote the product line on college campuses.[20]

Celsius Holdings further partnered with influencers, such as Jake Paul and David Dobrik to promote the Celsius products.[21]

Motorsports sponsorship

Early in the company's history, it began sponsoring motorsports entries through series such as NASCAR and Formula One. As of 2026, the company sponsors Kaulig Racing, Jordan Anderson Racing, Rackley W.A.R., RFK Racing in NASCAR, and Aston Martin in Formula 1.[22]

They have previously sponsored Tricon Garage in NASCAR and Scuderia Ferrari in Formula One.

Motorsports brand ambassadors

NASCAR
Formula One

Former brand ambassadors

Litigation

Flo Rida lawsuit

Celsius Holdings faced a lawsuit in 2021 with rapper Flo Rida for a breach of contract when the company allegedly withheld details about revenue.[33][34] Flo Rida was a contracted brand ambassador from 2014 to 2018, which brought Celsius to concerts and events to help expand the brand.[34] The Florida court ruled in Flo Rida's favor that Celsius Holdings was in breach of contract as Flo Rida's publicity assisted in the company's growth.[33] Flo Rida was awarded $82.6 million in January 2023 due to the lawsuit.[33][34] The judgment was upheld on appeal in December 2024, though possibly with a lower amount awarded.[35]

Class-action lawsuit

Celsius faced a class-action lawsuit in November 2022 for allegedly misleading customers that the product contained no preservatives, even though they contain citric acid.[36] The company denied the claim, maintaining that citric acid was used as a flavoring agent.[36] The lawsuit was settled out of court in February 2023.[37]

References

  1. ^ "Company Profile". Retrieved 14 May 2024.
  2. ^ "Income Statement". Retrieved 14 May 2024.
  3. ^ "Balance Sheet". Retrieved 14 May 2024.
  4. ^ a b "Essential Facts". Celsius. Retrieved 2024-03-17.
  5. ^ Demopoulos, Alaina (2024-09-14). "'A troubling halo of health': how Celsius became Red Bull for women". The Guardian. Retrieved 2024-10-14.
  6. ^ Menayang, Adi (2019-04-24). "The lessons learned that brought energy drink company Celsius to the top". NutraIngredients-USA.com. Retrieved 2025-10-13.
  7. ^ "Celsius Holdings Financial Statements 2009–2024 | CELH". www.macrotrends.net. Retrieved 2024-03-17.
  8. ^ "Celsius Holdings, Inc. to Ring the Nasdaq Stock Market Opening Bell on Tuesday, June 6, 2017". Celsius Holdings Inc. 2017-06-05. Retrieved 2024-03-17.
  9. ^ "Celsius Holdings revenue 2022". Statista. Retrieved 2024-03-17.
  10. ^ Doering, Christopher (2024-08-13). "You can't 'replicate a Celsius': How the energy drink maker evolved from an unknown to category giant". Food Dive. Industry Dive. Retrieved 2024-08-15.
  11. ^ Rajesh, Ananya Mariam (February 21, 2025). "Celsius to buy energy drink brand Alani Nutrition in $1.8 billion deal". Reuters. Retrieved 2025-06-06.
  12. ^ "Celsius Holdings Appoints Eric Hanson as President and Chief Operating Officer". Retrieved March 19, 2025.
  13. ^ United States Food and Drug Administration (2024). "Daily Value on the Nutrition and Supplement Facts Labels". FDA. Archived from the original on 2024-03-27. Retrieved 2024-03-28.
  14. ^ a b Dietitian, Jamie N, Registered (2023-08-09). "Is Celsius Bad for You? The Truth from a Dietitian". The Balanced Nutritionist. Retrieved 2024-03-06.{{cite web}}: CS1 maint: multiple names: authors list (link)
  15. ^ Peterson-Withorn, Chase (August 18, 2023). "Billionaire Behind Celsius Energy Drinks Dies At 84". Forbes. Retrieved 2025-02-03.
  16. ^ LoRé, Michael. "Celsius' Push Into Pro Sports Energized By PepsiCo Investment". Forbes. Retrieved 2024-03-06.
  17. ^ Lucas, Amelia (2022-08-01). "PepsiCo takes $550 million stake in energy drink maker Celsius". CNBC. Retrieved 2024-03-06.
  18. ^ a b "CELSIUS® Adds 4 New Colleges to Its Roster, Fueling Students and Athletes with Essential Energy". LEARFIELD. 2023-08-28. Retrieved 2024-03-07.
  19. ^ Ehrlich, Michael (2024-01-20). "CELSIUS Signs NIL Partnerships with Freshman Basketball Stars". Sports Illustrated. Retrieved 2024-03-17.
  20. ^ Richardson, Jenna (2023-04-03). "Celsius University: How Celsius Is Living Fit with College Students". Platform Magazine. Retrieved 2024-03-17.
  21. ^ Stone, Sam (2024-09-20). "How Celsius Became the King of Energy Drinks". Bon Appétit. Retrieved 2025-05-08.
  22. ^ Engle, Greg. "One Sponsor Lives In Both The NASCAR And F1 Worlds". Forbes. Retrieved 2024-06-27.
  23. ^ a b c d e f g Portman, Greg (2024-12-24). "From NASCAR to Formula 1: The Energy Drink Battle Intensifies as Celsius Replaces Monster Energy with Lewis Hamilton a $6.35 Billion Worth brand". M Sports. Retrieved 2025-02-12.
  24. ^ Albino, Dustin (2025-02-08). "Celsius sponsoring Jeb Burton in three races". Jayski's Silly Season Site. Retrieved 2025-02-12.
  25. ^ Srigley, Joseph (2026-01-26). "CELSIUS to Sponsor Allmendinger, Haley at Kaulig Racing in 2026". TobyChristie.com. Retrieved 2026-01-26.
  26. ^ Page, Scott (2026-02-09). "CELSIUS joins 23XI Racing and Corey Heim, will be sponsor for one race". Jayski's NASCAR Silly Season Site. Retrieved 2026-02-10.
  27. ^ "William Byron becomes brand ambassador for CELSIUS". Jayski's Silly Season Site. 2025-02-12. Retrieved 2025-02-12.
  28. ^ "Christian Eckes trying to adjust to 'challenging' first year in NASCAR Xfinity Series". CBSSports.com. 2025-05-07. Retrieved 2025-05-27.
  29. ^ "Celsius signs endorsement deal with racecar driver Emerson Fittipaldi | 2014-07-22 | Beverage Industry". www.bevindustry.com. Retrieved 2025-02-12.
  30. ^ "RFK Announces Partnership with CELSIUS® Energy Drink |". www.rfkracing.com. Retrieved 2025-05-27.
  31. ^ "Celsius Launches Fitness Challenge With Nascar Driver Blake Koch". BevNET.com. 2014-08-04. Retrieved 2025-05-24.
  32. ^ "CELSIUS Partners With Female NASCAR Driver Logan Miscura for 2023 ACRA Menards Series". BevNET.com. 2023-01-27. Retrieved 2025-02-12.
  33. ^ a b c Fischer, David. "Flo Rida awarded $82.6M after suing energy drink brand Celsius: 'I helped birth this company'". USA TODAY. Retrieved 2024-03-17.
  34. ^ a b c Lane, Barnaby. "Rapper Flo Rida won $82.6 million after suing energy drink company Celsius. He's launching a rival drink and wants to make it 'even healthier.'". Business Insider. Retrieved 2024-03-17.
  35. ^ Bagg, Marissa (2024-12-12). "Appeals court upholds Flo Rida's legal win against Celsius, challenges his award". NBC 6 South Florida. Retrieved 2025-01-23.
  36. ^ a b "If you've ever purchased a Celsius drink, you could be eligible for up to $250". TODAY.com. 2023-02-03. Retrieved 2024-03-17.
  37. ^ Mendoza, Jordan. "Ever bought a Celsius energy drink? You could receive up to $250 from class action lawsuit". USA TODAY. Retrieved 2024-03-17.
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