Celsius Holdings Acquires Alani Nutrition in $1.8 Billion Deal

2025-03-02

Celsius Holdings has announced its acquisition of Alani Nutrition, a health and wellness drinks brand, in a $1.8 billion deal. The transaction, which includes a combination of cash and stock, aims to expand Celsius’ portfolio to capitalize on the growing demand for sports and energy beverages. Alani Nutrition, a female-focused brand founded in 2018, will be acquired from its co-founders, Katy Schneider and Haydn Schneider, and its operator, Congo Brands.

The deal comprises a net purchase price of $1.65 billion and $150 million in tax assets, with $1.275 billion paid in cash, a $25 million earn-out, and $500 million in newly issued restricted shares of Celsius stock. Upon completion, Alani Nutrition will operate under Celsius, with key members of Congo Brands’ leadership team continuing as advisors.

The acquisition is expected to bolster Celsius’ market position, with the combined platform projected to generate approximately $2 billion in annual sales. Analysts view the deal as strategically sound, noting Alani Nutrition’s rapid growth and untapped distribution potential in the energy drink market. This move follows other significant investments in the sector, including PepsiCo’s $550 million stake in Celsius in 2022 and Keurig Dr Pepper’s $990 million acquisition of a majority stake in Ghost Energy in 2024.

The transaction underscores the increasing popularity of energy drinks, particularly among younger consumers, as fitness and wellness trends continue to drive demand.

Celsius to buy energy drink brand Alani Nutrition in $1.8 billion deal

Celsius Holdings said on Thursday it would buy health and wellness drinks brand Alani Nutrition in a $1.8 billion deal through a combination of cash a

www.reuters.com

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