Celsius makes and sells energy drinks and wellness beverages in the United States and abroad. Its portfolio is mainly energy drinks under the Celsius, Alani Nu and Rockstar brands, with Celsius and Alani Nu also offering other wellness products. Many of its drinks contain caffeine and ingredients such as green tea extract, vitamins and electrolytes, and many have zero sugar. The products are sold in the U.S., Canada, Europe, the Middle East and Asia-Pacific.
It sells through grocery, natural-food and convenience stores, fitness centers, mass-market and vitamin retailers and e-commerce sites. It relies on distributors, and Pepsi is its primary distributor in the U.S. and Canada for Celsius, Alani Nu and Rockstar. Under a long-term arrangement it calls the Captaincy, Pepsi has agreed to use commercially reasonable efforts to sell and distribute Celsius products in the U.S. Pepsi holds preferred stock in Celsius and two seats on its Board. Celsius relies mostly on co-packers, which are outside companies that make its drinks.
Celsius bought the Alani Nu brand for a total that included $1,275.0 million in cash, shares of its common stock, and up to $25.0 million more in cash. It also acquired the Rockstar business in the U.S. and Canada as part of its deals with Pepsi. It funded part of the Alani Nu cash price with a term loan, which it later refinanced with a new, smaller one. Celsius says it faces significant competition from other functional beverage companies.