Celsius Holdings, Inc.

Celsius Holdings, Inc. operates as a beverage company focused on fitness and energy drinks. The company's business model emphasizes product innovation and marketing while outsourcing manufacturing and packaging to third-party co-packers and distribution to strategic partners.

The company generates revenue through the sale of its three primary brands: Celsius (flagship fitness energy drink), Alani Nu (energy drink and fitness supplements), and Rockstar Energy (traditional energy drinks). The company serves different market segments through this diverse portfolio.

Celsius Holdings employs approximately 500 people across its corporate headquarters, marketing, and operations. The company maintains its headquarters in Boca Raton, Florida, where it conducts product development, brand management, and strategic planning.

Celsius Holdings, Inc. traces its origins to 2004 when Elite FX was founded by Molly Kate Roberts, Lucy Kate Gaunt, Caroline Rueff, Irina Lorenzi, and Steve Haley. The company was established to develop and market the Celsius beverage concept, which had been created by Greg Horn in 2003.

The first Celsius energy drink was launched in Sweden in 2009, entering the European market before expanding to the United States. Throughout the 2010s, the company grew its distribution and product line, establishing Celsius as a better-for-you alternative in the energy drink category.

In 2022, Celsius Holdings went public through a SPAC merger, listing on the NASDAQ stock exchange under the ticker CELH. The public offering provided capital for accelerated growth, product development, and market expansion.

The company experienced significant growth in 2025 through two major strategic moves: acquiring the Rockstar Energy brand in the U.S. and Canada from PepsiCo, and bringing its Alani Nu brand into PepsiCo's distribution system. These transactions established Celsius Holdings as a major player in the energy drink market.

Celsius Holdings, Inc. has established comprehensive Environmental, Social and Governance (ESG) frameworks centered on sustainable product development, responsible manufacturing, and ethical business practices across its global fitness beverage operations. The company released its inaugural ESG Report in August 2021, highlighting initiatives and best practices to drive sustainable, equitable, and prosperous impact for stakeholders while aligning sustainability efforts with superior financial performance.

Environmental sustainability represents a cornerstone of Celsius Holdings' strategy, with the company benchmarking its disclosures against MSCI ESG Rating benchmarks derived from the United Nations Sustainable Development Goals (SDGs). The company has undertaken significant investments to reduce its environmental footprint through sustainable packaging initiatives, responsible ingredient sourcing, and manufacturing process optimization. Celsius products feature zero sugar formulations, no preservatives, no aspartame, no high fructose corn syrup, and non-GMO ingredients with no artificial flavors or colors, demonstrating commitment to cleaner product formulations.

The company's product portfolio is Certified Kosher and Vegan, with all products being soy and gluten-free and containing very little sodium. These certifications reflect Celsius Holdings' commitment to inclusive product development that accommodates diverse dietary preferences and restrictions while maintaining high standards of ingredient quality and safety. The company's formulations are backed by six university studies published in peer-reviewed journals, validating the unique health benefits and supporting evidence-based product development.

Corporate governance includes comprehensive ESG oversight through the Board of Directors' corporate-wide best practices initiatives, which encompass the appointment of Ernst & Young as corporate auditor, board restructuring, and enhanced governance protocols. The company has established executive leadership accountability for ESG performance, with CEO John Fieldly emphasizing the integration of sustainability investments with business model innovation for long-term value creation.

Supply chain ethics and responsible sourcing are fundamental to Celsius Holdings' operations, with the company maintaining rigorous standards for ingredient quality, supplier relationships, and manufacturing processes. The company's partnership with Suntory Oceania for distribution in Australia and New Zealand demonstrates commitment to strategic alliances that share values around product quality, operational excellence, and market development.

Celsius Holdings, Inc. has received significant recognition for product innovation, market performance, and business excellence across its global operations.

• Product Innovation Excellence (2025): CELSIUS® received 'Best Beverage NPD of the Year' at The Distributor Group Awards in Australia, recognizing the brand's exceptional impact on the beverage category through speed-to-market execution, operational excellence, and commercial performance.
• Market Launch Achievement (2025): CELSIUS® won 'Best New Product Launch 2025' at The BP Awards in New Zealand, acknowledging outstanding launch activation, effective channel disruption, rapid speed-to-market, and exceptional product innovation in the energy drink category.
• Industry Leadership Recognition: The company has been acknowledged as the #3 energy drink brand in the United States and the leader in the energy powder category, reflecting strong market positioning and consumer acceptance.
• Product Development Innovation: CELSIUS HYDRATION™ powder sticks won the Product Launches award in the 2025 Just Drinks Excellence Awards, demonstrating the company's commitment to meaningful innovation in functional beverage solutions.
• Regional Expansion Success: Recognition from key distribution partners including The Distributor Group (Australia's leading national independent wholesaler) and BP New Zealand for successful market entry and category impact in the Australia-New Zealand region.
• Financial Performance Achievement: Recognition for quadrupling sales since 2021, achieving 50+% gross margins in 2024, and maintaining profitability by industry standards while scaling operations globally.
• Clinical Validation Recognition: Acknowledgment for maintaining six university studies published in peer-reviewed journals validating the unique health benefits of CELSIUS® products, supporting evidence-based marketing and product development.