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Celsius Holdings, the global drinks firm, has announced it has finalised a definitive agreement to acquire functional brand Alani Nu for $1.8 billion, inclusive of $150 million in tax assets.
“This strategic transaction will merge two rapidly expanding brands within the U.S. energy drink market, creating a leading better-for-you and functional lifestyle platform that is poised to capitalize on the rising consumer preference for zero-sugar beverages”, the company said in a statement.
Founded in 2018, Alani Nu is described as a female-centric brand that targets Gen Z and millennial consumers, with complementary brand positioning driving incremental growth within the energy drink category. The acquisition is expected to open doors for expansion into additional adjacent categories, ultimately enabling Celsius to reach a wider audience more frequently, Celsius Holdings added.
Commenting on the deal, Celsius Holdings CEO John Fieldly 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. [..] 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”.
Source: Celsius Holdings
