BOCA RATON, Fla., May 23, 2018 /PRNewswire/ -- Celsius Holdings,
Inc. (Nasdaq: CELH), maker of the leading global fitness drink,
CELSIUS®, today announced impressive gains in sales across multiple
channels, and new distribution including cold vault placement in
over 590 chain convenience stores. The move to include the
brand in the latest energy drink set is significant, as it deepens
penetration within the intensely competitive convenience channel
and broadens the brand's availability for consumers. This increase
in store count provides an opportunity to market the brand to even
more consumers who will be at arm's length from point of purchase.
This latest authorization adds credence to the brand's pioneering
position as a proven, functional fitness drink. Retailers are
viewing CELSIUS as providing a point of differentiation to
consumers, which gives the brand a reason for being alongside
stalwart, traditional energy set competitors. The trend
forward fitness brand has gained momentum against well-heeled
energy brands, within the highly coveted energy drink set.
CELSIUS is growing faster than the category, at a reported +44%,
year to date (latest 52wks ending 4.28.2018; SS Energy & Other
Functional Beverages, Total US, Convenience).
With CELSIUS' new distribution gains on the Originals line, the
brand is set to receive placement of two skus in all 590 cooler
doors on the energy shelf. The key retail chain is showcasing
a shift in focus toward offerings aimed at attracting healthier
consumers concerned with sugar intake namely, females and
millennials. The channel has been suggesting such a move for years,
however this focused approach to include the healthier alternative
skus in an eye level, adjacent position, has permeated even the
energy drink door. This realignment of offerings in the
energy set is being driven by this generations' demand for
delicious brands with less sugar, or, in CELSIUS' case, zero sugar
plus clinically proven, functional benefits.
"With convenience channel data showing softer energy category
growth, retailers are heeding the call from consumers across the
board, and taking action," cites CEO and interim CFO, John Fieldly. "In some convenience chain
stores, the CELSIUS brand portfolio now has five facings of
authorized placement between our Originals and CELSIUS HEAT
lines. This is a great time to position our proprietary,
proven formula away from traditional energy into a fitness
position, reaching a broader, healthy audience of consumers who
aren't just looking for sugary energy, they want to 'Live
Fit'."
Within the military channel, CELSIUS is now sold in over 800
exchange doors worldwide including the Exchange (AAFES), Navy
Exchange (NEX), Marine Corp Exchange (MCX) and the Coast Guard
Exchange (CGX). All three product varieties are sold in the
channel, the Originals, the Natural line extension and the latest,
CELSIUS HEAT, which is the trainer's grade version of the product
line, a high performance energy with an additional 100mg of
caffeine, with the same proprietary formula, in a new, 16oz
can.
The aggregate growth in the military channel is an impressive
40,000+ units per week, versus 10,000+ units same time last year
(data from 5.12.18 vs 5.12.17).
Weekly YOY unit growth average is +30,000 units or 300% growth,
impressive by any standard.
"Consumers in our convenience and military channels continue to
demand a ready-to-drink offering that delivers on meaningful,
proven functional benefits. Our products align with our
targeted consumers who shop these channels and their dedication to
living fit is on trend, and we expect the trend of significant
future growth of our award-winning portfolio to continue," touts
SVP North America Sales, Jon
McKillop.
CELSIUS® is a fitness drink which is proven to function and
provide healthy energy. The proprietary, thermogenic
MetaPlus® formula, accelerates metabolism and, burns body fat and
calories, when combined with exercise. CELSIUS® contains no
sugar, no high-fructose corn syrup, no aspartame, no preservatives,
no artificial flavors or colors, no gluten, is vegan and very low
in sodium. CELSIUS® is sold nationwide at retailers across all
channels, including grocery, convenience, gyms, military and
e-commerce websites.
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH), founded in April
2004, is a global company with a proprietary, clinically proven
formula for its brand CELSIUS®. Celsius Holdings, Inc. has a
corporate mission to become the global leader of a branded
portfolio consisting of proprietary, clinically proven innovations
which offer significant health benefits.
CELSIUS®' Original Line comes in seven delicious sparkling and
non-carbonated flavors in sleek 12oz cans and is also available in
single-serve powder packets. The CELSIUS® Natural Line is available
in six refreshing flavors: three sparkling and three
non-carbonated. This line is naturally caffeinated and naturally
sweetened.
Celsius' trainer-grade CELSIUS HEAT™ offers an additional 100mg
of caffeine over CELSIUS®, to total 300mg per can, and also
contains 2,000mg of L-citrulline, a vasodilator. CELSIUS HEAT™ is
sold in 16oz cans and is available in seven carbonated flavors:
Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry
Dragonfruit, Tangerine Grapefruit, Apple Jack'd and Orangesicle.
CELSIUS HEAT™ is a thermogenic pre-workout drink and targets
professional trainers, competitive athletes, the military and first
responders. CELSIUS HEAT™ was developed for those seeking a
trainer-grade version of CELSIUS® as compared to the Original Line,
which is sold in a smaller can package and appeals to the masses as
an active lifestyle brand.
CELSIUS® is sold nationally at fitness clubs, 7-Eleven, Sprouts,
The Fresh Market and key regional retailers such as HEB, Publix,
Winn-Dixie, Harris Teeter, Shaw's and available on
Amazon.com.
CELSIUS®' functional claims are backed by six published
university studies. The first study was conducted in 2005 and
additional studies from the University of Oklahoma were
conducted over the next five years. The studies were published in
peer-reviewed journals and validate the unique benefits that
CELSIUS® provides. For more information, please visit the
brand websites: www.celsius.com, www.celsiusheat.com, and
investor site www.celsiusholdingsinc.com.
Investor Relations:
Cameron
Donahue
(651) 653-1854
cameron@haydenir.com
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SOURCE Celsius Holdings, Inc.