Here are 1-3 brief analogies for Celsius (CELH):

• Monster Energy, but with a health and fitness focus.
• Red Bull for the wellness and fitness consumer.

• Celsius Essential Energy Drinks: A range of functional beverages in cans, available in sparkling and non-carbonated versions, designed to boost metabolism and provide sustained energy.
• Celsius BCAA+Energy Drinks: Beverages that combine the thermogenic benefits of Celsius with branched-chain amino acids to support muscle recovery and energy.
• Celsius VIBE Series: A line of functional energy drinks featuring unique, vibrant fruit flavor combinations.
• Celsius On-The-Go Powder Sticks: Portable powdered drink mixes designed for convenient preparation of Celsius beverages by adding water.

Celsius Holdings, Inc. (symbol: CELH) primarily sells its products to other companies, which then distribute and sell to individual consumers. Its major customers are large distributors and retailers.

The following are some of its major customer companies:

• PepsiCo (PEP): A global beverage and snack company that serves as Celsius's preferred global distribution partner. PepsiCo purchases Celsius products for distribution to its vast network of retail partners worldwide.
• Walmart (WMT): One of the world's largest retail corporations, stocking Celsius products in its stores.
• Target Corporation (TGT): A major general merchandise retailer that carries Celsius beverages.
• Kroger (KR): One of the largest supermarket chains in the United States, selling Celsius products in its grocery stores.
• Costco Wholesale Corporation (COST): A global membership-only warehouse club that offers Celsius products to its members.

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John Fieldly, Chairman of the Board, President, and Chief Executive Officer

John Fieldly joined Celsius in January 2012 as Chief Financial Officer, served as interim CEO and CFO from March 2017 to March 2018, and was appointed CEO in April 2018. He also assumed the role of Chairman of the Board in August 2021. Under his leadership, Celsius's revenue significantly increased, surpassing $1.3 billion in 2023. He guided the company through challenging times, including periods where it faced near bankruptcy, lost 50% of its revenue, and was delisted from Nasdaq. Fieldly was instrumental in shifting the company's focus from weight loss to energy and secured a significant distribution partnership with PepsiCo in 2022. He is a Certified Public Accountant in Florida and holds a Bachelor of Science degree in Accounting from the University of South Florida. He was also identified as a founding team member of Celsius. In 2020, Celsius raised $22 million in private investments, with one investor identified as "Asia's leading private equity firm."

Jarrod Langhans, Chief Financial Officer

Jarrod Langhans joined Celsius in April 2022. Prior to his role at Celsius, he served as CFO at Eden Springs, a division of Primo Water, from 2020 to 2022, and held various senior management positions at Primo Water for eight years. He brings extensive experience in financial reporting, including SEC, GAAP, and IFRS, as well as financial planning and analysis (FPA), mergers and acquisitions (M&A), investor relations (IR), and debt and equity issuances. Langhans earned a master's degree in accounting from the University of Florida. He also oversaw the financial and strategic aspects of PepsiCo's investment in Celsius and their distribution agreement.

Eric Hanson, President & Chief Operating Officer

Eric Hanson joined Celsius in March 2025. He possesses over 27 years of experience in sales, general management, commercial planning, and partnership management within the food and beverage industry. Before joining Celsius, Hanson held various senior leadership roles at PepsiCo from 1997 to 2025, including Senior Vice President - Strategic Partnerships, Senior Vice President, Energy Drinks, and Senior Vice President – Commercial Planning & Sales Transformation.

Paul Storey, Chief Supply Chain Officer

Paul Storey joined Celsius in 2021 and is responsible for overseeing the company's global production and operational strategies, playing a key role in scaling its worldwide supply chain. He has 30 years of experience in the beverage industry, including four years as Vice-President of Operations for Monster Energy and 11 years as Head of Operations for Rockstar Energy prior to joining Celsius.

Tony Guilfoyle, Chief Commercial Officer

Tony Guilfoyle oversees Celsius Holdings, Inc.'s commercial sales and brand strategy. He is crucial in developing and executing the Celsius 3 Brand Strategy, which focuses on driving growth across direct store delivery (DSD), field sales, key accounts, and food service channels.

The key risks to Celsius Holdings Inc. (CELH) primarily stem from its critical distribution partnership, the intensely competitive beverage market, and increasing regulatory scrutiny.

1. High Reliance on PepsiCo and Associated Execution Risks: Celsius's business is substantially dependent on its distribution partnership with PepsiCo, especially in North America. This reliance introduces significant operational vulnerabilities, as evidenced by past instances where PepsiCo's inventory management decisions negatively impacted Celsius's revenue and profitability. The integration of newly acquired brands, such as Alani Nu, into PepsiCo's distribution network also presents "execution risks" that could affect future performance.
2. Intense Competition and Margin Pressure: Celsius operates in a highly competitive energy drink and functional beverage market, facing strong rivalry from established powerhouses like Monster Beverage Corporation and Red Bull, as well as emerging brands. This dynamic environment necessitates continuous innovation and strategic positioning to maintain and expand market share. Intense competition can lead to pricing pressures and increased marketing expenditures, ultimately impacting profit margins.
3. Regulatory Pressures and Health Claims Scrutiny: The functional beverage industry, particularly the energy drink segment, is subject to increasing regulatory oversight regarding product formulations, health claims, and marketing practices. Celsius's proprietary "MetaPlus Blend" and its claims related to metabolism enhancement and energy levels could attract heightened scrutiny. Past concerns about misleading advertising suggest that the company must carefully navigate regulatory landscapes to avoid compliance costs, potential legal challenges, or restrictions on its marketing strategies.

1. Emergence of highly disruptive, influencer-backed energy drink brands: Prime Energy, launched by social media influencers Logan Paul and KSI, has experienced explosive growth since its late 2022 launch, rapidly capturing significant market share, particularly among younger demographics. This presents a direct competitive threat to Celsius by drawing away consumers through a different marketing and brand appeal strategy.

2. Growing consumer and scientific scrutiny regarding certain sugar alcohols, particularly erythritol: Recent scientific studies, notably one published in Nature Medicine in early 2023, have suggested a potential link between erythritol consumption and increased risk of cardiovascular events. As Celsius uses erythritol as a primary sweetener in some of its products, a significant shift in public perception or increased regulatory pressure regarding its safety could undermine Celsius's "healthy" brand image and consumer trust.

Celsius Holdings, Inc. (CELH) operates primarily in the market for functional energy drinks and functional beverages. The addressable markets for these products are substantial, both globally and within the United States.

Global Market Size

• Functional Beverages: The global functional beverages market was estimated at USD 158.05 billion in 2024. Projections indicate this market is expected to reach approximately USD 296.67 billion by 2034, growing at a Compound Annual Growth Rate (CAGR) of 6.50% from 2025 to 2034. Another estimate places the global functional drinks market at USD 243.22 billion in 2024, with a projected growth to USD 463.19 billion by 2033, at a CAGR of 7.42% from 2025–2033.
• Energy Drinks (a segment of Functional Beverages): The global energy drinks market was valued at approximately USD 76.38 billion in 2024. This market is predicted to grow to around USD 177.51 billion by 2034, with a CAGR of roughly 8.1% between 2025 and 2034. Another source indicates the global energy drinks market size was USD 107.20 billion in 2024 and is projected to reach USD 223.39 billion by 2033, with a CAGR of 8.5% during the forecast period (2025–2033).

U.S. Market Size

• Functional Beverages: The U.S. functional beverages market size was estimated at USD 48.68 billion in 2024. It is predicted to be worth around USD 93.07 billion by 2034, with a CAGR of 6.70% from 2025 to 2034. North America, which includes the U.S., held a 44% portion of the overall global functional beverages market in 2024.
• Energy Drinks (a segment of Functional Beverages): The U.S. energy drinks market size was estimated at USD 25.01 billion in 2024. This market is expected to grow at a CAGR of 7.2% from 2024 to 2030, reaching USD 37.83 billion by 2030. Another valuation for the U.S. energy drinks market in 2024 was USD 23.9 billion. The U.S. energy drinks market captured the largest revenue share of 42% within North America in 2024.

1. Acquisitions and Portfolio Expansion: Celsius Holdings has actively pursued growth through strategic acquisitions, notably the integration of Alani Nu and Rockstar Energy. These acquisitions are expected to significantly contribute to revenue by expanding the company's market share and reaching new consumer segments.

2. Expanded Partnership and Enhanced Distribution with PepsiCo: The deepened partnership with PepsiCo is a crucial driver, providing Celsius with greater control over product placement (planograms), stock-keeping units (SKUs), and overall commercial strategy. This collaboration, particularly as Alani Nu transitions into PepsiCo's distribution network, is anticipated to enhance distribution capabilities and drive sales.

3. International Expansion: Celsius is actively expanding its global footprint. Recent efforts include exceeding initial expectations for sales in Canada, the UK, and Ireland, and commencing sales in Australia and New Zealand in Q3 2024. Further expansion into new international markets, such as France, is also planned, contributing to future revenue growth.

4. Increasing Consumption Frequency and Product Innovation: The core CELSIUS brand continues to drive growth through product innovation and by expanding the occasions for consumption. The introduction of refreshing flavors and a focus on an aspirational "Live Fit" lifestyle are key strategies to increase consumer engagement and frequency of purchase.

5. Continued Market Share Gains in the Energy Drink Category: Celsius has consistently demonstrated its ability to capture a growing share of the energy drink market. The company reported holding over 20% of the U.S. energy drink market in tracked channels in Q3 2025, reflecting strong consumer demand and effective distribution enhancements. Continued penetration and market share gains are expected to be a significant revenue driver.

Capital Allocation Decisions for Celsius (CELH) Over Last 3-5 Years

Share Repurchases

• Celsius reported annual share buybacks of $2.3 million in 2024.
• For the quarter ending June 30, 2025, share repurchases amounted to $879K.
• The latest twelve months' repurchase of common stock was approximately $5.072 million.

Share Issuance

• In 2022, Celsius issued $550 million in convertible preferred stock to PepsiCo as part of a strategic distribution partnership.
• Celsius completed a Post IPO funding round on August 29, 2025, raising $585 million, with PepsiCo among the participating investors.
• The acquisition of Alani Nu in February 2025, for a net purchase price of $1.65 billion, was comprised of a mix of cash and stock.

Inbound Investments

• On August 20, 2020, Celsius received a direct private investment of $22 million from two investors, including Asia's leading private equity firm.
• PepsiCo made an investment in Celsius in 2022 by purchasing $550 million of convertible preferred stock.
• PepsiCo further increased its ownership in Celsius to 11% through additional investments in 2025, which included participation in a $585 million Post IPO round.

Outbound Investments

• In February 2025, Celsius acquired Alani Nutrition for $1.8 billion (net purchase price of $1.65 billion after tax assets).
• Celsius acquired Big Beverages for $75 million on November 1, 2024.
• Celsius acquired the Rockstar Energy brand in the U.S. and Canada from PepsiCo in 2025 for $585 million.

Capital Expenditures

• Celsius's capital expenditures have shown an increasing trend, rising from $574 thousand in 2020 to $23.39 million in 2024.
• The latest twelve months' capital expenditures for Celsius amounted to $24.845 million as of June 2025.
• The company's capital expenditures for the three months ending June 30, 2025, were $8.3 million.