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Celsius Holdings

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Celsius Holdings, Inc.
FormerlyVector Ventures, Inc.
TypePublic
ISINUS15118V2079
IndustryBeverage
Founded2004; 22 years ago (2004)
HeadquartersBoca Raton, Florida, U.S.
Key people
John Fieldly
(President & CEO)
RevenueIncrease US$1.32 billion (2023)
Increase US$233 million (2023)
Increase US$227 million (2023)
Total assetsIncrease US$1.54 billion (2023)
Number of employees
765 (2023)
Websitecelsius.com
Footnotes
[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

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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

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Product lines

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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

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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

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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][unreliable medical source?]

Caffeine

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

Partnerships and sponsorships

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Major investments

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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

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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

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Allmendinger's No. 16 car during practice for the 2025 South Point 400

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

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NASCAR
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Formula One
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Former brand ambassadors

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Litigation

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Flo Rida lawsuit

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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

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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

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  1. ↑ "Company Profile". Retrieved May 14, 2024.
  2. ↑ "Income Statement". Retrieved May 14, 2024.
  3. ↑ "Balance Sheet". Retrieved May 14, 2024.
  4. 1 2 "Essential Facts". Celsius. Retrieved March 17, 2024.
  5. ↑ Demopoulos, Alaina (September 14, 2024). "'A troubling halo of health': how Celsius became Red Bull for women". The Guardian. Retrieved October 14, 2024.
  6. ↑ Menayang, Adi (April 24, 2019). "The lessons learned that brought energy drink company Celsius to the top". NutraIngredients-USA.com. Retrieved October 13, 2025.
  7. ↑ "Celsius Holdings Financial Statements 2009–2024 | CELH". www.macrotrends.net. Retrieved March 17, 2024.
  8. ↑ "Celsius Holdings, Inc. to Ring the Nasdaq Stock Market Opening Bell on Tuesday, June 6, 2017". Celsius Holdings Inc. June 5, 2017. Retrieved March 17, 2024.
  9. ↑ "Celsius Holdings revenue 2022". Statista. Retrieved March 17, 2024.
  10. ↑ Doering, Christopher (August 13, 2024). "You can't 'replicate a Celsius': How the energy drink maker evolved from an unknown to category giant". Food Dive. Industry Dive. Retrieved August 15, 2024.
  11. ↑ Rajesh, Ananya Mariam (February 21, 2025). "Celsius to buy energy drink brand Alani Nutrition in $1.8 billion deal". Reuters. Retrieved June 6, 2025.
  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 March 27, 2024. Retrieved March 28, 2024.
  14. 1 2 Dietitian, Jamie N, Registered (August 9, 2023). "Is Celsius Bad for You? The Truth from a Dietitian". The Balanced Nutritionist. Retrieved March 6, 2024.{{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 February 3, 2025.
  16. ↑ LoRé, Michael. "Celsius' Push Into Pro Sports Energized By PepsiCo Investment". Forbes. Retrieved March 6, 2024.
  17. ↑ Lucas, Amelia (August 1, 2022). "PepsiCo takes $550 million stake in energy drink maker Celsius". CNBC. Retrieved March 6, 2024.
  18. 1 2 "CELSIUS® Adds 4 New Colleges to Its Roster, Fueling Students and Athletes with Essential Energy". LEARFIELD. August 28, 2023. Retrieved March 7, 2024.
  19. ↑ Ehrlich, Michael (January 20, 2024). "CELSIUS Signs NIL Partnerships with Freshman Basketball Stars". Sports Illustrated. Retrieved March 17, 2024.
  20. ↑ Richardson, Jenna (April 3, 2023). "Celsius University: How Celsius Is Living Fit with College Students". Platform Magazine. Retrieved March 17, 2024.
  21. ↑ Stone, Sam (September 20, 2024). "How Celsius Became the King of Energy Drinks". Bon Appétit. Retrieved May 8, 2025.
  22. ↑ Engle, Greg. "One Sponsor Lives In Both The NASCAR And F1 Worlds". Forbes. Retrieved June 27, 2024.
  23. 1 2 3 4 5 6 7 Portman, Greg (December 24, 2024). "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 February 12, 2025.
  24. ↑ Albino, Dustin (February 8, 2025). "Celsius sponsoring Jeb Burton in three races". Jayski's Silly Season Site. Retrieved February 12, 2025.
  25. ↑ Srigley, Joseph (January 26, 2026). "CELSIUS to Sponsor Allmendinger, Haley at Kaulig Racing in 2026". TobyChristie.com. Retrieved January 26, 2026.
  26. ↑ Page, Scott (February 9, 2026). "CELSIUS joins 23XI Racing and Corey Heim, will be sponsor for one race". Jayski's NASCAR Silly Season Site. Retrieved February 10, 2026.
  27. ↑ "William Byron becomes brand ambassador for CELSIUS". Jayski's Silly Season Site. February 12, 2025. Retrieved February 12, 2025.
  28. ↑ "Christian Eckes trying to adjust to 'challenging' first year in NASCAR Xfinity Series". CBSSports.com. May 7, 2025. Retrieved May 27, 2025.
  29. ↑ "Celsius signs endorsement deal with racecar driver Emerson Fittipaldi | 2014-07-22 | Beverage Industry". www.bevindustry.com. Retrieved February 12, 2025.
  30. ↑ "RFK Announces Partnership with CELSIUS® Energy Drink |". www.rfkracing.com. Retrieved May 27, 2025.
  31. ↑ "Celsius Launches Fitness Challenge With Nascar Driver Blake Koch". BevNET.com. August 4, 2014. Retrieved May 24, 2025.
  32. ↑ "CELSIUS Partners With Female NASCAR Driver Logan Miscura for 2023 ACRA Menards Series". BevNET.com. January 27, 2023. Retrieved February 12, 2025.
  33. 1 2 3 Fischer, David. "Flo Rida awarded $82.6M after suing energy drink brand Celsius: 'I helped birth this company'". USA TODAY. Retrieved March 17, 2024.
  34. 1 2 3 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 March 17, 2024.
  35. ↑ Bagg, Marissa (December 12, 2024). "Appeals court upholds Flo Rida's legal win against Celsius, challenges his award". NBC 6 South Florida. Retrieved January 23, 2025.
  36. 1 2 "If you've ever purchased a Celsius drink, you could be eligible for up to $250". TODAY.com. February 3, 2023. Retrieved March 17, 2024.
  37. ↑ Mendoza, Jordan. "Ever bought a Celsius energy drink? You could receive up to $250 from class action lawsuit". USA TODAY. Retrieved March 17, 2024.
[edit]
  • Official website
  • Business data for Celsius Holdings, Inc.:
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