Celsius Acquires Female-Focused Alani Nu for $1.65 Billion

Celsius Acquires Female-Focused Alani Nu for $1.65 Billion

Celsius Holdings has reached a deal to acquire Alani Nutrition, the company behind the popular Alani Nu brand of energy drinks, for $1.65 billion in cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers a range of better-for-you products, including protein shakes, bars, gummy snacks, "Balance Capsules," and pre-workout powders. These products come in flavors like Cosmic Stardust, Galaxy Lemonade, and Hawaiian Shaved Ice.

“Celsius is at a key moment in the movement toward functional, better-for-you lifestyle products, and we are excited to welcome Alani Nu into the Celsius family,” said John Fieldly, CEO and chairman of Celsius. “We deeply respect the loyal community Alani Nu has built, along with the authentic brand and partnerships they’ve formed. Together, we plan to expand the availability of Alani Nu’s products, helping more people achieve their wellness goals with delicious, functional options throughout their lives.”

Celsius recently reported a revenue of $1.36 billion for Q4 and the full year of 2024, reflecting a 22% year-over-year increase in retail sales, fueled by the growing demand for functional and healthier products.

“As Alani Nu begins this exciting new chapter with Celsius, I am confident they are the best partner to drive our growth while remaining true to what makes us special,” said Schneider. “I’m incredibly proud of everything we’ve accomplished and so grateful for the amazing community that made it all possible. I’m excited to see Alani Nu reach new heights.”

Although Alani Nu has built a strong following among female consumers, competition in the energy drink market is heating up, with brands like Anheuser-Busch, 1st Phorm, and UFC CEO Dana White preparing to launch their own energy drink lines this summer.

Prebiotic Soda Gains Momentum
Another emerging trend in the beverage space is the rebranding of soda, with a growing focus on health.

Industry leader Coca-Cola recently announced its entry into the prebiotic soda market with Simply Pop, a fruit-flavored beverage line that contains prebiotic fiber, Vitamin C, and Zinc. The product is expected to hit select regions and be available online via Amazon Fresh later this month.

Simply Pop will compete with Olipop, a functional soda brand that recently secured a $50 million investment, raising its valuation to $1.85 billion. Additionally, prebiotic soda brand Poppi has invested in a Super Bowl LIX ad, and Slice soda (acquired by cold-pressed juice company Suja) is undergoing a healthy makeover.

On the retail front, Target is enhancing its wellness offerings, stocking over 2,000 nutrition, personal care, and better-for-you food and beverage products—including Celsius and Alani Nu items.

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