GURU Organic Energy Gives Off a Celsius Holdings Vibe

Looking at its recent performance, GURU Organic Energy is giving off a Celsius Holdings vibe from 2-3 years ago. For those that aren't aware of the brand, GURU Organic Energy launched in 1999 as the world’s first plant-based all-natural energy drink in Quebec, Canada. In the U.S. market, they launched in  2005 with Whole Foods Market. The current CEO Carl Goyette joined in 2014 and is really credited for the recent growth of the clean energy brand. GURU Organic Energy went public in 2020 through an reverse takeover transaction, which is similar to a SPAC in the U.S., and now trades on the Toronto Stock Exchange under the ticker GURU. At a current ARR of about $4M in U.S. market sales (~$21M total), they still have a lot of heavy lifting to do if they want to make any impact in the hyper-competitive beverage category. That being said, their products are aligned with growing trends in the U.S. energy drinks market. If they can maintain the right balance of a clean, natural ingredient profile and mainstream taste and branding, while also riding the momentum of Celsius Holdings, it could allow them an opportunity to grow substantially throughout the next 12 months in the U.S. market.