Alani Nu Revenue Growth is Terrifyingly Strong! 🧟‍♀️ | Celsius Holdings 2025 Q2 Update

Alani Nu is experiencing “scary-level growth,” but that shouldn’t be concerning…as Celsius Holdings leadership doesn’t get spooked easily! Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $739.3 million, which was up 84% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue grew 9% YoY. And if you were wondering about Alani Nu, it’s second quarter revenue was $301.5 million…which equates to around 106% YoY growth! According to Circana last 13-week retail sales data, CELSIUS increased by 3% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 11%. Alani Nu increased retail sales 129% YoY and is now the dominant fourth player in the U.S. energy drinks market with dollar share of 6.3%. If we look at Celsius Holdings combined brand portfolio, it reached 17.3% of dollar share for the last 13-week period ending June 29, 2025...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. Additionally, if you were to consider the last 52-week period ending July 20, 2025…Celsius Holdings retail sales were over $4 billion, surpassing the combined sales of the next eight energy drink brands. Celsius Holdings has experienced massive growth in convenience stores, foodservice (e.g. fast food restaurants), mass retailers like Walmart, the club channel in retailers like Costco, and the Amazon marketplace. And international expansion presents significant opportunity for incremental growth over the next three to five years. With the Celsius brand basically at full distribution now…growth will be unlocked through a strategic growth framework that John Fieldly recently branded as “more people,” “more places,” and “more often.” And while Alani Nu will obviously be integrated into many aspects of that strategic growth framework...it will currently be done outside of the PepsiCo distribution network. If you remember (in my initial content) after the M&A deal was officially announced, I made the strategic recommendation regarding Alani Nu independent DSD distribution network continuity…as I believed it provided Celsius Holdings the best near-term strategic plan to (1) minimize platform “key customer risk,” (2) strengthen focus on other business integration elements, but (3) lower near-term cannibalization risk significantly. But beyond the distribution strategy difference, Alani Nu is also “leaps and bounds” ahead of the CELSIUS brand in leveraging LTO product innovation. Alani Nu showed extraordinary strength, led by Sherbet Swirl and Cotton Candy. But believe it or not…expectations are even higher heading into the next quarterly reporting period, as Alani Nu customers are going wild across social media about the fan favorite Witch's Brew flavor recently returning to stores (along with a funky new LTO flavor Pumpkin Cream). But or the Celsius Holdings portfolio to meaningfully expand its household penetration beyond the current 43%, it must stay culturally relevant with the next generation of modern energy drinkers by continuing to invest in brand awareness activities that focus on driving trial and loyalty.