BOCA RATON, Fla., Aug. 27, 2019 /PRNewswire/ -- Celsius
Holdings, Inc. (Nasdaq: CELH), maker of the leading global
fitness drink, CELSIUS®, today announced that the company is
expanding its product portfolio to include an innovative
branched-chain amino acids (BCAA) functional beverage that fuels
muscle recovery. The BCAA product line will initially be launched
in the fitness channel and further establishes the company as a
leading innovator in the functional beverage
market.
"Celsius continues with its commitment to be a disruptive force
in fitness and beverage," commented John
Fieldly, President and Chief Executive Officer. "BCAAs are
being demanded by consumers in the fitness community, and Celsius
will deliver further functionality with an expanded portfolio
targeting this growing adjacent category. Our BCAA Recovery drink
will complement our existing lineup of pre-workout, any time
healthy energy products with a recovery drink that can be consumed
post workout or any time throughout the day. This line further
expands upon our CELSIUS® usage occasions and we expect it will
drive meaningful growth."
This September, CELSIUS® BCAA Recovery drink will debut at the
renowned 2019 Mr. Olympia before a
primary demographic of athletic trainers, body builders, endurance
athletes and gym goers. The Mr. Olympia is the world's most prestigious
fitness industry showcase event, an international bodybuilding
competition that is held annually by the International Federation
of Body Building & Fitness, also known as Joe Weider's Olympia Fitness and Performance
Weekend with the world's most elite bodybuilders vying for the top
spots in eight different categories, including the coveted Mr.
Olympia. Our new CELSIUS® BCAA
Recovery line will have a strong presence at the event, building on
our strategy of introducing innovative beverages for today's health
minded consumers.
The Company's innovation and excellence have been recognized by
more than 22 international awards and the New BCAA extension
provides further innovation in the category. It is the first
post-workout, recovery beverage that Celsius has introduced in the
US. Initially the product will launch three flavors, Blood Orange
Lemonade, Tart Cherry Lime and Tropical Twist. In addition to
BCAAs, the product will include additional functionality with
ingredients of tart cherry, Vitamin D3, electrolytes and 100mg of
caffeine providing anytime recovery.
Jon McKillop, Executive Vice
President of Sales added, "Celsius has become a top selling
Performance Energy drink in Retail, as well as in our Fitness,
Military, Vitamin Specialty and E-Tailer channels of trade.
With the surging scale of the BCAA category, especially within the
ready-to-drink format, it makes sense for us commercially to build
upon the tremendous growth of Celsius, which in the second quarter
of 2019 had revenue growth of 73% over the prior year quarter, and
create an innovative, compelling offering in this growing recovery
category. We are very excited about the potential of our
Celsius BCAA Recovery drink, and our key retailers and distributors
share our level of excitement!"
Interested in carrying CELSIUS® as a distributor or in your
retail cooler? Contact SALES@CELSIUS.COM
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH), is a global company with
a proprietary, clinically proven formula for its brand CELSIUS® and
all its sub-brands. A lifestyle fitness drink and a pioneer in the
rapidly growing performance energy sector, CELSIUS® has four
beverage lines that each offer proprietary, functional,
healthy-energy formulas clinically-proven to offer significant
health benefits to its users. The four lines include, CELSIUS®
Originals, CELSIUS HEAT™, CELSIUS® On-the-Go, and CELSIUS®
Sweetened with Stevia. CELSIUS® has zero sugar, no preservatives,
no aspartame, no high fructose corn syrup, and is non-GMO, with no
artificial flavors or colors. The CELSIUS® line of products is
Certified Kosher and Vegan. CELSIUS® is also soy and gluten-free
and contains very little sodium. CELSIUS® is backed by six
university studies that were published in peer-reviewed journals
validating the unique benefits CELSIUS® provides. CELSIUS® is sold
nationally at Target, CVS, GNC, Vitamin Shoppe, 7-Eleven, Dick's
Sporting Goods, The Fresh Market, Sprouts and other key regional
retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw's and Food Lion. It is also
available on Amazon, at fitness clubs and in select micro-markets
across the country. For more information, visit CELSIUS® at
www.celsius.com or Celsius Holdings, Inc., at
www.celsiusholdingsinc.com.
Investor Relations:
Cameron
Donahue
(651) 653-1854
cameron@haydenir.com
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SOURCE Celsius Holdings, Inc.