Energy drink maker Celsius Holdings Inc. has entered a definitive agreement to acquire Alani Nutrition LLC for $1.8 billion, including $150 million in tax assets for a net purchase price of $1.65 billion.
The deal will combine two growing brands in the energy drink segment, creating a better-for-you, functional lifestyle platform well positioned to capitalize on the growing consumer preference for zero-sugar alternatives, Celsius said in a Thursday announcement.
Celsius energy drinks grew 26.3% in dollar sales and were up 22.6% in unit sales in convenience stores in 2024, according to data from Chicago-based market research firm Circana. Alani Nu also saw double-digit growth in c-stores during that period, up 67.9% in dollar sales and 73.1% in unit sales.
Alani Nu was founded in 2018 and is a female-focused brand that delivers functional beverages and wellness products accessible for a growing community of Gen Z and millennial consumers, Celsius said. The acquisition is expected to provide the opportunity for adjacent category expansion, the company said.
“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” said John Fieldly, chairman and CEO of Celsius. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”
Upon closing, Alani Nu, which is operated by Congo Brands, will operate within Celsius. Key members of the Congo Brands leadership team will continue as advisors to Celsius. The deal is expected to close in the second quarter of 2025.
“When we founded Alani Nu in 2018, our goal was simple: to create products that made women feel their absolute best—inside and out,” said Katy Schneider, co-founder of Alani Nu. “Watching this brand grow into a movement of strong, confident women has been the honor of a lifetime. As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu's growth and success while staying true to what makes it so special. I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”
With the addition of Alani Nu, the combined Celsius platform is expected to drive about $2 billion in sales across a differentiated energy portfolio, Celsius said.
Boca Raton, Florida-based Celsius Holdings Inc. is a functional beverage company and the owner of energy drink brand Celsius and hydration brand Celsius Hydration.
Louisville, Kentucky-based Alani Nu is a health and wellness brand focused on providing low-calorie products with unique flavors. It offers a range of products including energy drinks, daily essentials, snacks and more, and is sold at retailers including Walmart, Target, GNC, The Vitamin Shoppe, Kroger, Costco and Amazon.
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