Celsius Holdings, Inc. is a functional beverage company that develops, markets, and distributes energy drinks, hydration powders, and liquid supplements. The company's product portfolio is anchored by its flagship CELSIUS brand, which is marketed as a premium lifestyle energy drink. The beverages are formulated with the company's proprietary MetaPlus blend, which includes green tea extract, ginger root, guarana seed extract, and essential vitamins, and are positioned as zero-sugar alternatives to traditional energy drinks. In addition to its core ready-to-drink line, the company offers CELSIUS Essentials (formulated with amino acids), CELSIUS On-the-Go powder sticks, and CELSIUS Hydration products.
Celsius generates the vast majority of its revenue in North America, which accounted for over 95% of its total sales in recent fiscal years, though it is actively expanding its international footprint in Europe, the Asia-Pacific region, and other markets. The company employs an omnichannel distribution strategy, selling its products through direct-to-store delivery (DSD), independent distributors, supermarkets, convenience stores, drug stores, fitness centers, and e-commerce platforms like Amazon. A key driver of its distribution network is a long-term strategic partnership with PepsiCo, which serves as the primary distribution partner for Celsius in the United States and select international markets, and also holds a minority equity stake in the company. Celsius operates an asset-light business model by outsourcing its manufacturing to third-party co-packers while maintaining control over its proprietary formulas, marketing, and brand development.
