Who Owns Alani Nu?

Alani Nu was founded in 2018 by fitness influencers Katy Hearn and Hayden Schneider. The brand was created to provide better-for-you energy drinks and fitness supplements with appealing flavors and colorful packaging that would resonate with health-conscious consumers. This entrepreneurial venture combined the founders' expertise in fitness and wellness with their understanding of social media marketing and consumer preferences. The founders' deep understanding of the fitness community and their ability to leverage social media platforms effectively positioned Alani Nu for rapid growth in the competitive energy drink market.

The brand quickly gained popularity through social media marketing and influencer partnerships, particularly in the fitness and wellness community. Alani Nu's distinctive colorful packaging and innovative flavor combinations set it apart from traditional energy drinks and helped establish a strong brand identity. The company's focus on better-for-you ingredients appealed to health-conscious consumers seeking energy options without artificial additives. This strategic approach to product development and marketing enabled Alani Nu to carve out a unique position in the crowded energy drink market by targeting health-conscious consumers who were previously underserved by traditional energy drink offerings.

Alani Nu expanded from energy drinks into a broader range of fitness supplements including pre-workout formulas, protein powders, and vitamins. This product diversification strategy enabled the brand to serve multiple segments of the fitness and wellness market while maintaining its distinctive brand identity and product positioning. The expansion into supplements demonstrated Alani Nu's ability to leverage its brand equity and customer relationships to enter adjacent product categories while maintaining its core value proposition of better-for-you fitness and wellness products.

In 2025, Celsius Holdings acquired Alani Nu as part of their strategy to expand their portfolio of energy drink and fitness beverage brands. The acquisition brought Alani Nu into Celsius Holdings' distribution network and provided resources for continued growth and expansion. This strategic acquisition demonstrated the brand's success and market potential, while providing Celsius Holdings with a complementary brand that serves the growing better-for-you energy drink segment. The acquisition by Celsius Holdings represented validation of Alani Nu's business model and market positioning, while providing the brand with the resources and distribution capabilities needed to accelerate its growth and expand its market reach.