CELSIUS Buys Alani Nutrition in Billion Dollar Plus Move
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By Roger “Rock” Lockridge
CELSIUS has wasted no time making big moves in 2025. The year began with the release of their latest flavor, Sparkling Strawberry Passionfruit, which was met with many positive reviews. Now, they have bought out one of their biggest rivals.
CELSIUS announced that they bought Alani Nutrition, the manufacturer behind the popular female-focused drink, Alani Nu, for $1.8 billion. With $150 million of that being tax assets, that leaves the net purchase total at $1.65 billion.
“Founded in 2018, Alani Nu is a growing, female-focused brand that delivers functional beverages and wellness products that are aspirational yet accessible for a growing community of Gen Z and millennial consumers,” CELSIUS wrote in a press release. “Alani Nu provides complementary brand positioning and access to attractive female consumer demographics driving incremental energy drink category growth."
CELSIUS CEO John Fieldly told CNBC that their popular flavor lineup was one reason why the move was a wise decision.
Fieldly said that Alani Nu is “health and wellness focused, but female focused and is truly incremental to who we are, to who we are speaking with.”
The transaction appears to be able to help CELSIUS expand their target markets and offer more options for a customer base that has grown by leaps and bounds over the course of this decade. Fieldly echoed that sentiment in a separate statement on their press release.
“We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”
Alani Nu co-founder Katy Schneider has put a lot of sweat equity into the growth of Alani Nu, but she feels confident that her efforts were an early chapter in what could be a long legacy for the brand.
“Watching this brand grow into a movement of strong, confident women has been the honor of a lifetime. As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu's growth and success while staying true to what makes it so special.”
CELSIUS expects the momentum they have created in the early part of 2025 to continue this upcoming weekend when they arrive to the Greater Columbus Convention Center in Columbus, OH for the 2025 Arnold Sports Festival. The brand is considered by many fans and athletes to be a modern pillar in the space, and they will host several of their bodybuilding and fitness stars in the Arnold Expo. Among those stars are 2024 Mr. Olympia Samson Dauda, 2024 Olympia 212 Bodybuilding winner Keone Pearson, former Men’s Physique Olympia champion Erin Banks, 2021 Arnold Classic winner Nick Walker, and MMA great Dustin Poirier.
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