Celsius Acquires Female-Focused Alani Nu for $1.65B
Celsius is energizing its energy drink category and will broaden Alani Nu’s better-for-you product line
Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.
Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.
“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,” Celsius CEO and chairman John Fieldly said. “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.”
Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.
“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,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”
While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.
Prebiotic Soda Gains Momentum
Another area to watch in the beverage space? The rebranding of soda.
And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.
Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.
On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.