USA | Celsius has announced that it has entered into a definitive agreement to acquire Alani Nutrition for USD 1.8 billion.
The transaction will combine two growing, scaled brands in the U.S. energy drink category, creating a leading better-for-you, functional lifestyle platform well positioned to capitalise on the growing consumer preference for zero-sugar alternatives.
“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family. 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,” said John Fieldly, chairman and CEO of Celsius.
“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.”
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.
Alani Nu has provided complementary brand positioning and access to female consumer demographics, driving incremental energy drink category growth. The acquisition has been expected to provide the opportunity for additional, adjacent category expansion, ultimately enabling Celsius to reach more people in more places, more often.
The added breadth of the combined platform is expected to strengthen the company’s position with ample resources for ongoing growth investment.
“When we founded Alani Nu in 2018, our goal was simple: to create products that made women feel their absolute best, inside and out. Watching this brand grow into a movement of strong, confident women has been the honor of a lifetime,” said Katy Schneider, co-founder of Alani Nu.
“As Alani Nu enters this next chapter with Celsius, I am confident they are the best partner to enhance Alani Nu's growth and success while staying true to what makes it so special. I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community that made it all possible. I’m thrilled for Alani to reach new heights.”
Max Clemons, co-founder and co-CEO of Congo Brands, which operates Alani Nu, added that Celsius can unlock key growth opportunities. He was excited to partner with the Celsius team as they continued to disrupt and grow the functional beverage space.
Upon closing, Alani Nu will operate within Celsius. Key Congo Brands' leadership team members have agreed to continue as advisors to Celsius to help ensure continued business momentum.
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