7-Eleven to Carry Celsius

"Calorie-burning" beverage will hit shelves in mid-August

DALLAS -- Beginning in mid-August, Celsius, a "calorie-burning" beverage, will soon be available in participating 7-Eleven stores. Through this relationship, Delray Beach, Fla.-based Celsius Holdings Inc. said that it is gaining access to a national retailer, and participating 7-Eleven stores can add a product that fits the consumer trend towards functional beverages.

7-Eleven expects to carry three Celsius flavors in 12-oz. cansSparkling Orange, Green Tea Raspberry Acai and Green Tea Peach Mangoat participating stores and will display the product in the functional and energy [image-nocss] drink section of its refrigerated vaults.

Celsius is scientifically shown to burn up to 100 calories or more per can by raising metabolism and generating increased energy and alertness, the beverage company said. When combined with exercise, additional benefits of the product include increased loss of fat mass, increased gain of muscle mass and improved endurance, according to the company, citing a study published in The Journal of the International Society of Sports Nutrition.

"7-Eleven represents a significant milestone for Celsius in that it adds distribution with a leader in the convenience channel, increasing the consumers' access beyond existing channels of grocery, drug, nutritional stores and gyms. Adding 7-Eleven is advantageous as we broaden our focus and presence on a national level," said Janice Haley, co-founder of Celsius.

She added, "Celsius should appear with an affordable retail price for functional beverages with a suggested retail price of $1.99."

Celsius contains no sugar, no preservatives, no high fructose corn syrup, no aspartame, no artificial flavors and contains very low sodium. Celsius drinks are powered by a proprietary blend of ingredients: MetaPlus, which includes green tea with EGCG, ginger, caffeine, calcium, chromium and B vitamins and vitamin C. Scientifically shown to raise metabolism over a three-hour period, the consumption of Celsius results in a sustained calorie burn while supplying a boost of energy, the company said.

Celsius Holdings Inc. markets Celsius, the original, great tasting calorie burner that is backed by science, through its wholly-owned operating subsidiary, Celsius, Inc. Celsius Inc. is dedicated to providing healthier, everyday refreshment through science and innovation.

Dallas-based 7-Eleven Inc. operates and franchises approximately 5,750 7-Eleven stores in the United States. Globally, it operates, franchises or licenses more than 36,400 stores in 15 countries. During 2008, 7-Eleven stores worldwide generated total sales of more than $53.7 billion.