Celsius and PepsiCo Revolutionize the Energy Drink Sector through a Novel Portfolio Agreement

In a significant move, Celsius Holdings has announced the acquisition of the Rockstar Energy brand in the US and Canada from PepsiCo. This acquisition, part of an expanded long-term partnership between the two companies, is set to take effect from August 2025.

The agreement marks a pivotal milestone for Celsius Holdings, as it expands their energy portfolio and provides a unified platform to serve more consumers. John Fieldly, CEO of Celsius, described the deal as a "game-changer" for the brand's expansion.

PepsiCo, on the other hand, has acquired $585M in Celsius convertible preferred stock, increasing its ownership stake in the company. This move signifies PepsiCo's commitment to the partnership and the energy category.

The partnership allows Celsius Holdings to scale efficiently in the energy category, providing a strategic advantage in the market. PepsiCo will handle national distribution for CELSIUS, Alani Nu, and Rockstar, while Celsius will become PepsiCo's strategic energy lead in the US, managing these brands.

Alani Nu, Celsius' female-focused wellness brand, will shift into PepsiCo's distribution system across North America. This move opens up new channels, including foodservice, for Alani Nu, further expanding its reach.

The partnership between Celsius Holdings and PepsiCo extends to the US and Canada, and supports Celsius Holdings' innovation strategy. The new agreement reshapes the energy drink landscape, as Celsius' total energy portfolio is expanded with the acquisition of Rockstar Energy.

The energy category is heating up with this partnership, as both companies aim to offer consumers healthier, functional energy drink options. The moves in the agreement further align the two companies' long-term goals, strengthening the partnership between Celsius Holdings and PepsiCo.

The new partnership gives Celsius Holdings a stronger foothold in the energy drink market, providing a strategic advantage in a competitive industry. As the partnership deepens, both companies look forward to delivering innovative, high-quality products to consumers.

Celsius and PepsiCo Revolutionize the Energy Drink Sector through a Novel Portfolio Agreement