Celsius Holdings, Inc. is an American company that produces a range of fitness and energy beverages under the brand name Celsius. The company's products are marketed as healthy, a strategy that the CEO credits the brand's success to.[4][5]

History

The company was founded in 2004 by Steve Haley. In 2009 the company released their first energy drink in Sweden and ended with a revenue of 5.86 million.[6] By 2012, the company had a market capitalization of approximately $5 million. Five years later, in 2017, Celsius was listed on the Nasdaq.[7] By the end of that year, Celsius Holdings had an annual revenue of almost $36 million.[8]

As of August 2024, Celsius holds 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.[9]

Products

Celsius has different product lines that contain different caffeine levels.[4]

Current Product Lines
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
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 and health risks

Ingredients

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.[12][unreliable medical source?]

Caffeine

Celsius contains 100 mg – 270 mg of caffeine, depending on the product line and size of the can.[12]

Partnerships and sponsorships

Major investments

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.[13]

PepsiCo invested $550 million in Celsius Holdings,[14] an 8.5% minority stake.[15]

Marketing in colleges

Celsius Holdings partnered with Learfield, a collegiate sports marketing company, to form partnerships with college students.[16] In 2023, the brand began partnering with college football quarterbacks, Bo Nix, from the University of Oregon and Michael Penix Jr., of the University of Washington.[16]

In January 2024, Celsius began partnering with college basketball basketball players JuJu Watkins, Jared McCain, Cody Williams, and Kwame Evans Jr..[17]

"Celsius University" was created in 2022 as a student ambassador program, paying students to promote the product line on college campuses.[18]

Motorsports sponsorship

A.J. Allmendinger's No. 16 Celsius Chevrolet at Sonoma Raceway in 2024.

Early in the company's history, it began sponsoring motorsports entries through series such as NASCAR and Formula One. As of 2024, the company sponsors Hendrick Motorsports, Kaulig Racing, Spire Motorsports, Jordan Anderson Racing, Tricon Garage in NASCAR, and in Formula 1.[19]

Motorsports brand ambassadors

Former brand ambassadors


Litigations

Flo Rida lawsuit

Celsius Holdings faced a lawsuit in 2021 with Tramar Lacel Dillard (Flo Rida) for a breach of contract when the company allegedly withheld details about revenue.[26][27] Flo Rida was a contracted brand ambassador from 2014 to 2018 which brought Celsius to concerts and events to help expand the brand.[27] 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.[26] Flo Rida was awarded $82.6 million in January 2023 due to the lawsuit.[26][27] The judgment was upheld on appeal in December 2024, though possibly with a lower amount awarded.[28]

Class-action lawsuit

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.[29] The company denied the claim, maintaining that citric acid was used as a flavoring agent.[29] The lawsuit was settled out of court in February 2023.[30]

References

  1. ^ "Company Profile". Retrieved 14 May 2024.
  2. ^ "Income Statement". Retrieved 14 May 2024.
  3. ^ "Balance Sheet". Retrieved 14 May 2024.
  4. ^ a b "Essential Facts". Celsius. Retrieved 2024-03-17.
  5. ^ Demopoulos, Alaina (2024-09-14). "'A troubling halo of health': how Celsius became Red Bull for women". The Guardian. Retrieved 2024-10-14.
  6. ^ "Celsius Holdings Financial Statements 2009–2024 | CELH". www.macrotrends.net. Retrieved 2024-03-17.
  7. ^ holdings (2017-06-05). "Celsius Holdings, Inc. to Ring the Nasdaq Stock Market Opening Bell on Tuesday, June 6, 2017". Celsius Holdings Inc. Retrieved 2024-03-17.
  8. ^ "Celsius Holdings revenue 2022". Statista. Retrieved 2024-03-17.
  9. ^ Doering, Christopher (2024-08-13). "You can't 'replicate a Celsius': How the energy drink maker evolved from an unknown to category giant". Food Dive. Industry Dive. Retrieved 2024-08-15.
  10. ^ United States Food and Drug Administration (2024). "Daily Value on the Nutrition and Supplement Facts Labels". FDA. Archived from the original on 2024-03-27. Retrieved 2024-03-28.
  11. ^ National Academies of Sciences, Engineering, and Medicine; Health and Medicine Division; Food and Nutrition Board; Committee to Review the Dietary Reference Intakes for Sodium and Potassium (2019). "Chapter 4: Potassium: Dietary Reference Intakes for Adequacy". In Oria, Maria; Harrison, Meghan; Stallings, Virginia A. (eds.). Dietary Reference Intakes for Sodium and Potassium. The National Academies Collection: Reports funded by National Institutes of Health. Washington, DC: National Academies Press (US). pp. 120–121. doi:10.17226/25353. ISBN 978-0-309-48834-1. PMID 30844154. Retrieved 2024-12-05.
  12. ^ a b Dietitian, Jamie N, Registered (2023-08-09). "Is Celsius Bad for You? The Truth from a Dietitian". The Balanced Nutritionist. Retrieved 2024-03-06.{{cite web}}: CS1 maint: multiple names: authors list (link)
  13. ^ Peterson-Withorn, Chase (August 18, 2023). "Billionaire Behind Celsius Energy Drinks Dies At 84". Forbes. Retrieved 2025-02-03.
  14. ^ LoRé, Michael. "Celsius' Push Into Pro Sports Energized By PepsiCo Investment". Forbes. Retrieved 2024-03-06.
  15. ^ Lucas, Amelia (2022-08-01). "PepsiCo takes $550 million stake in energy drink maker Celsius". CNBC. Retrieved 2024-03-06.
  16. ^ a b admin (2023-08-28). "CELSIUS® Adds 4 New Colleges to Its Roster, Fueling Students and Athletes with Essential Energy". LEARFIELD. Retrieved 2024-03-07.
  17. ^ Ehrlich, Michael (2024-01-20). "CELSIUS Signs NIL Partnerships with Freshman Basketball Stars". Sports Illustrated NIL on FanNation News, Analysis and More. Retrieved 2024-03-17.
  18. ^ Richardson, Jenna (2023-04-03). "Celsius University: How Celsius Is Living Fit with College Students". Platform Magazine. Retrieved 2024-03-17.
  19. ^ Engle, Greg. "One Sponsor Lives In Both The NASCAR And F1 Worlds". Forbes. Retrieved 2024-06-27.
  20. ^ a b c d e Portman, Greg (2024-12-24). "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 2025-02-12.
  21. ^ Albino, Dustin (2025-02-08). "Celsius sponsoring Jeb Burton in three races". Jayski's NASCAR Silly Season Site. Retrieved 2025-02-12.
  22. ^ Page, Scott (2025-02-12). "William Byron becomes brand ambassador for CELSIUS". Jayski's NASCAR Silly Season Site. Retrieved 2025-02-12.
  23. ^ "Celsius signs endorsement deal with racecar driver Emerson Fittipaldi | 2014-07-22 | Beverage Industry". www.bevindustry.com. Retrieved 2025-02-12.
  24. ^ "CELSIUS Partners With Female NASCAR Driver Logan Miscura for 2023 ACRA Menards Series". BevNET.com. 2023-01-27. Retrieved 2025-02-12.
  25. ^ Dwivedi, Neha (2024-02-03). "ARCA Star Calls Out Former Sponsor Celsius as Recent Toni Breidinger Partnership Deals "Devastating Blow" to Her Racing Career". EssentiallySports. Retrieved 2025-02-12.
  26. ^ a b c Fischer, David. "Flo Rida awarded $82.6M after suing energy drink brand Celsius: 'I helped birth this company'". USA TODAY. Retrieved 2024-03-17.
  27. ^ a b c 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 2024-03-17.
  28. ^ Bagg, Marissa (2024-12-12). "Appeals court upholds Flo Rida's legal win against Celsius, challenges his award". NBC 6 South Florida. Retrieved 2025-01-23.
  29. ^ a b "If you've ever purchased a Celsius drink, you could be eligible for up to $250". TODAY.com. 2023-02-03. Retrieved 2024-03-17.
  30. ^ Mendoza, Jordan. "Ever bought a Celsius energy drink? You could receive up to $250 from class action lawsuit". USA TODAY. Retrieved 2024-03-17.
Allikas: https://en.wikipedia.org/wiki/Celsius_(energy_drink)
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