| Key Points: – Celsius acquires Alani Nutrition in a $1.8 billion deal, expected to close in Q2 2025. – The merger aims to create a leading functional beverage platform, catering to growing demand for zero-sugar alternatives. – Celsius projects $2 billion in sales post-acquisition, with $50 million in cost synergies over two years. |
Celsius Holdings has announced plans to acquire Alani Nutrition in a landmark $1.8 billion deal, marking a major consolidation in the U.S. energy drink market. The agreement, expected to be finalized in the second quarter of 2025, includes a net purchase price of $1.65 billion and $150 million in tax assets.
Alani Nutrition, founded in 2018, has built a reputation as a “female-focused” brand offering functional beverages and snacks tailored to Gen Z and millennial consumers. The Kentucky-based company, previously operated by Congo Brands, produces energy drinks, protein shakes, snacks, and protein powders. The acquisition will transfer ownership from co-founders Katy and Haydn Schneider, as well as Congo Brands’ co-founders Max Clemons and Trey Steiger, to Celsius Holdings.
Celsius believes the deal will create a powerful synergy, forming a “leading better-for-you, functional lifestyle platform.” By integrating Alani Nu’s products, Celsius aims to expand its reach in the functional beverage space and tap into growing demand for zero-sugar alternatives. The company expects the merger to drive approximately $2 billion in sales, leveraging the combined distribution networks, brand awareness, and innovation capabilities of both entities.
John Fieldly, Chairman and CEO of Celsius, highlighted the strategic benefits of the acquisition, stating that it will “broaden the availability of Alani Nu’s functional products” and strengthen the company’s presence in new market segments. The transaction is projected to be accretive to cash earnings per share (EPS) within the first full year of ownership, with an estimated $50 million in cost synergies to be realized over two years post-closing.
Max Clemons of Congo Brands expressed confidence in the deal, emphasizing that Celsius will “unlock key growth opportunities” for Alani Nu, particularly in expanding its distribution and consumer engagement.
The acquisition announcement coincided with Celsius reporting its fourth-quarter and full-year financial results for 2024. The company posted annual revenue of $1.36 billion, reflecting a 3% increase over the prior year. North American sales accounted for $1.28 billion, growing by 1%, while international revenues surged 37% to $74.7 million. Despite the revenue growth, Celsius experienced a decline in profitability, with adjusted EBITDA down 13% to $255.7 million and net profit falling 36% to $145.1 million.
Industry analysts view this acquisition as a strategic move that could help Celsius regain momentum in a highly competitive market. By capitalizing on Alani Nu’s strong brand presence and consumer loyalty, Celsius aims to solidify its position as a leader in the energy and functional beverage sector. The deal also signals an increasing trend of consolidation in the market, as major players look to expand their portfolios to meet shifting consumer preferences.
As the acquisition moves forward, investors and industry watchers will closely monitor how Celsius integrates Alani Nu into its operations and whether the expected synergies materialize. If successful, the merger could serve as a blueprint for future partnerships in the rapidly evolving health and wellness beverage industry.
