These retailers can order Celsius from one of the methods of its hybrid distribution modeleither direct to their warehouse, through national wholesalers such as McLane or [image-nocss] Core-Mark, or via local direct-store delivery (DSD) distributors.
"We are gaining momentum in the convenience market with consumers and retailers," said Kelly Michols, senior vice president of sales. "Convenience stores are all about convenience and having the right products for their customers when and where they want them. They make it easy. This is also our strategy. Whether it's our convenience channel specific packaging or our hybrid route to market, we make it easy for our retailer partners to stock and promote Celsius. To exploit our national advertising and marketing, we started with the larger chains in drug, mass and club with future consumption multi-packs. Now we see tremendous growth potential in the immediate consumption singles in the cold vaults. Our hybrid distribution model enables us to support and service the customers in the way that works most efficiently for them, which helps to expedite the process of bringing on new accounts."
The company's sales team is working with its broker team from Cross-Mark/TNT to introduce new Celsius flavors and new packaging designed specifically for the convenience class of trade.
The new Celsius noncarbonated flavors include Strawberry Kiwi and Lemon Iced Tea.
Celsius is positioned as a pre-exercise fitness supplement drink that has been scientifically shown to burn calories, reduce body fat, energize metabolism and provide lasting energy. Celsius contains no sugar, no high-fructose corn syrup, no aspartame, no artificial flavors, colors or preservatives and is very low in sodium. Celsius is powered by a proprietary blend of ingredients including MetaPlus, which includes Green Tea with EGCG, ginger, caffeine, calcium, chromium, B Vitamins and Vitamin C.
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