CELSIUS®’ trainer-grade pre-workout leads the pack in energy drink innovation
Celsius Holdings, Inc. (Nasdaq: CELH), maker of the leading global fitness drink, CELSIUS®, today announced that its new trainer-grade line, CELSIUS HEAT™, was selected as one of Beverage Industry’s Innovations of the Year in the energy drink category. The editors of Beverage Industry, the leading trade publication written for executives of the beverage processing industry, evaluated new beverage launches released throughout 2017. As a result, the editors identified the five beverages that are driving innovation based on their unique characteristics and ability to fill a need within the beverage market. In CELSIUS HEAT™’s case, the demand was for a proven, trainer-grade pre-workout drink that provides long-lasting energy. The 2017 Innovations of the Year will be featured in Beverage Industry’s December issue.
“We are honored that Beverage Industry recognizes the innovation that sets CELSIUS HEAT™ apart from any other fitness drink, namely that it’s a pre-workout option that not only tastes amazing, but is clinically proven to perform. We added HEAT™ to our portfolio to satisfy gym-goers looking for a zero-sugar energy solution and to ride the wave of the popularity of carbonation,” says Vanessa Walker, Executive Vice President of Sales and Marketing. “We are confident that HEAT™ will continue to drive sales for CELSIUS® and expand our position as the leader in the fitness drink market.”
CELSIUS HEAT™ is a dietary supplement that contains the proprietary thermogenic formula, MetaPlus®, also found in CELSIUS® Original and Natural line extensions, which accelerates metabolism, burns fat and boosts energy when combined with exercise. HEAT™’s 16oz. carbonated can contains 300mg of caffeine and 2,000mg of L-Citrulline. It is designed to serve as a supercharged version of the original CELSIUS® formula, ideal for trainers, body builders, military personnel and endurance athletes looking to optimize their training results.
“This honorable recognition in the Beverage Industry demonstrates our products are leading innovation in the category. HEAT™ is a great tasting proven addition to the CELSIUS® portfolio and further expands the recognition of the award winning CELSIUS® brand,” said Interim CEO and CFO John Fieldly. “Our latest SPINS data shows a 40.6 percent year-over-year increase for our CELSIUS® product portfolio in the MULO channel, which validates our positioning as a healthy, functional fitness drink that resonates with consumers (SPINS, MULO 52wks ending 11.05.17). We are confident that CELSIUS HEAT™ will drive those sales figures even higher.”
Celsius Holdings launched CELSIUS HEAT™ in the fitness channel nationwide early in the second quarter, 2017, featuring three flavors: Inferno Punch, Blueberry Pomegranate and Cherry Lime. In September, we introduced those three flavors to the convenience store channel and also broadened the line with the addition of Strawberry Dragonfruit and Tangerine Grapefruit flavors to the fitness channel.
CELSIUS®’ PROVEN campaign surrounding HEAT™ features platinum recording artist, Flo Rida. Flo Rida personifies the brand and is the newly appointed CELSIUS HEAT™ Elite, Chief Ambassador, who will lead the “HEAT™ Elite,” a hand-picked group of individuals who excel at fitness performance and are PROVEN to excel in their chosen field. He relies on CELSIUS HEAT™ to optimize his training results and give him the healthy energy he needs to rock grueling concerts and workouts. Flo Rida puts a premium on health and fitness and believes in the delicious, thermogenic pre-workout drink. The PROVEN campaign is currently showcased on billboards featuring Flo Rida throughout Florida and Texas.
About Celsius Holdings, Inc.
Celsius Holdings, Inc. (Nasdaq: CELH), founded in April, 2004, is a global company, with a proprietary, clinically proven formula for its brand CELSIUS®. Celsius Holdings, Inc. has a corporate mission to become the global leader of a branded portfolio which is proprietary, clinically proven, or innovative in its category and offers significant health benefits. CELSIUS®’ original line comes in seven delicious sparkling and non-carbonated flavors in sleek 12oz cans and is also available in single-serve powdered packets. CELSIUS®’ new natural line is available in six refreshing flavors: three sparkling and three non-carbonated. This line is naturally caffeinated and naturally sweetened.
New to the portfolio, CELSIUS HEAT™, (www.CELSIUSHEAT.com) a trainer-grade version of the proprietary blend, offers additional caffeine as well as L-Citrulline, a proven vasodilator. CELSIUS HEAT™ is sold in 16oz cans and is available in five carbonated flavors: Inferno Punch, Cherry Lime, Blueberry Pomegranate, Strawberry Dragonfruit and Tangerine Grapefruit. CELSIUS HEAT™ targets professional trainers, endurance & competitive athletes, those who focus on defined, physical results and the military, versus the flagship line which comes in a smaller package and appeals to the masses as an active lifestyle brand.
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 kosher and vegan certified, soy, gluten, and sugar-free and contains very little sodium. CELSIUS® is sold nationally at fitness clubs, 7-Eleven stores, Sprouts, The Fresh Market and key regional retailers such as HEB, Publix, Winn-Dixie, Harris Teeter, Shaw’s and others. The first university study of the science underlying CELSIUS® products was conducted in 2005 and additional studies from the University of Oklahoma were conducted over the next five years. All studies were published in peer-reviewed journals and validate the unique benefits that CELSIUS® provides. For more information, please visit www.celsiusholdingsinc.com.